The 4 Es of Social Media Strategy
In which Jill dons the chapeau of Reluctant Social Media Strategist and shares lessons learned.
The conversation goes like this:
Client: âWe need to analyze our social media data.â
Me: âCool. Whatâs the desired outcome?â
Client: âWe need to get active with social media.â
Me: âYes. But whatâs the need, pain, or problem?â
Client: We need to analyze our social media data.â
Discussions like this happen in business all the time, and theyâre not exclusive to the topic of social media. But show me a company thatâs vague about the drivers for a new initiative and Iâll show you a company that doesnât have a solid strategy in place. And that goes for social media, too.
As our clients engage with us more and more on social media analytics, weâre noticing that thereâs a natural progression of maturity. Weâre also doing more coaching around social media strategy to drive related data strategy and governance efforts. Apart from the usual platitudes of âgetting closer to employees, partners, and customers via lower-cost channelsâ it turns out very few business leaders can answer my question about the desired outcome of social media analytics.
In our experience, there …
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