Step 2 – Your Generic Social Media Strategy
Step 1 (evaluation of your social media landscape) established a strategic foundation for social media decision-making within your organisation. The next key step is to agree the generic social media strategy most appropriate for your business. In other words, the ‘type’ of social media organisation you need to become.
Your generic social media strategy covers options and decisions in two main areas:
– The number of social media channels to use
– The depth of your engagement with each channel
Based on a detailed research project involving the world’s top 100 brands, the recent Engagementdb study (www.engagementdb.com) identified four main types of generic social media strategy:
• Mavens: Brands that sustain a high level of engagement across multiple social media channels. Mavens have a robust social media strategy supported by dedicated teams. Active engagement across a range of social media channels is a key element of their overall brand management strategy.
• Butterflies: Brands using a large number of social media channels but with lower than average engagement scores in each channel. Would probably like to become ‘Mavens’ but full organizational buy-in and resources to do so have not yet been achieved. Danger of spreading activities too thinly.
• Selectives: Brands that focus on a small number of channels but with high engagement scores in each one. Selectives focus on deep customer engagement in a small number of channels where it matters most. Social media initiatives at these brands tend to be lightly staffed, started by impassioned evangelists on a shoestring budget – can be a powerful beachhead for further development.
• Wallflowers: Brands using a small number of channels and with below-average engagement scores. These brands have been slow to respond to the opportunities presented by social media, currently dipping their toes in the water, cautious about the risks and uncertain about the benefits.
This is further illustrated in Figure 1 below.
What type of organisation are you? A Maven, Butterfly, Selective or Wallflower?
What type of organisation do you need to become?
Figure 1: Engagementdb Matrix
A listing of some of the world’s leading brands by number of channels used and depth of engagement with each channel is show in Figure 2 (Figure 5 in the study), taken from www.engagementdb.com
Figure 2: Engagementdb List
Jim and Alan