Social Media: Measure, Monitor and Mean It
Highlights and suggestions from Burson-Marsteller's Global Social Media Check-up.
Social media tools are increasingly valuable to businesses, academic institutions and other organizations. Social networks offer dynamic, immediate interaction with others, whether they are customers, clients, friends or fans. Keeping the communication appropriate, meaningful and in compliance with organizational (and governmental) standards is paramount, which is why acceptable-use and best-practices guidelines have become in-demand items for IT departments.
However, before creating that first profile for a social networking site like Facebook and before that first tweet on Twitter, it's important to lay out organizational goals and plans for getting in on the Web 2.0 action. In short, it's wise to have a strategy in place.
Vanderbilt University created the "Social Media Strategy Worksheet" to make sure the right questions are asked and answered when developing a social media presence for the institution. The worksheet lists eight criteria that provide a framework from which to designate social media team members for your organization (or department), define the goals of participation, determine how success will be measured, and identify the kind of content to provide to your audience.