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The Financial Times Guide to Social Media Strategy by Martin Thomas

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CHAPTER 4

DELIVERING A CORE SOCIAL MEDIA PROGRAMME

Why this is important

Even the smartest strategy and the most sophisticated operating system will fail if the day-to-day social media activities are not delivered effectively and continuously. You cannot turn Twitter activity (should be Twitter activity) on and off or neglect your Facebook page for weeks and expect to be successful. Equally, once you have opened up channels of communication and dialogue with your stakeholders, they will expect that you maintain those channels.

Delivering a successful social media programme requires:

  1. A highly capable and well-trained community management function.
  2. The development and dissemination of a steady stream of high-quality content.
  3. The appropriate ...

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