The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits

Chapter 14. Applying “Process” Best Practices to Social Media Strategy

I use a three-stage process (contemplate, navigate, calibrate) to design a successful Social Media strategy that will deliver successful Social Media communities. As noted in Chapter 4 (where I described the Social CRM framework), it all begins with setting up meaningful public and private Social Media communities that are monitored and filtered to generate social insight for integration into customer profiles/Social CRM systems for use in customer engagement activities.

Social Media Strategy Process

The three stages an organization must undertake to design a best-in-class Social Media strategy are:

I. Contemplate

Key steps within the contemplate stage include:

1. Assess current ...