Monday, September 11th, 2017 | 4 min read
This is part 2 in a series of articles about social deployment. Read part 1 here.
Social media management software used to be a priority for only the most forward thinking companies. Today, it’s an essential component of digital transformation.
Yet, the challenge remains: How does one push an entire organization into digital transformation by using social media management software in the most effective way? The initial phases of setting up and deploying social technology are crucial in ensuring the success of a new (and likely expensive) tool.
A key consideration is making the tool work to its maximum potential for your business – setting it up in a way that facilitates smooth adoption and, eventually, the highest possible ROI.
Here are some tips for incorporating new social media management technology.
Determine Future Goals, Then Work Backward to Your Current State
A smart technology investment can lead to a major payoff, and you want to make sure you’re getting your money’s worth by setting achievable and measurable goals. A forward-looking-back approach (more on that in a second) will help you build out your tool so that you don’t just reach your goals, but also allow for scalability across your organization.
Start by considering the best case scenario for your new social tool, and why you want to spend time and money on it. For example, you might want to increase your engaged audience rate by 25% in Q4, or create 15% more social qualified leads through your CRM audience engagement strategy that directly impacts revenue.
WIth your objective established, work backwards from your goals to your current state. Considering your current resources and budget, what do you have to do to reach your most pressing goals? How will you have to scale your team and the way that you use the tool to reach those measurable goals? And how long will it realistically take to get there? In some cases, you may need to hire additional manpower and create new processes.
Thinking about scale and goal setting is easiest when you break your objectives down into digestible pieces and build out your deployment plan in steps. Shooting for many small, attainable wins that lead you to your overarching goals will help ease the pressure on your employees and resources, and ensure that scale is accounted for from the very beginning.
Adapt The Tool to Your Current State and Future Objectives
While it’s easy to follow steps and configurations that have worked well for other companies, launching a social technology without aligning it with your overall company objectives and the needs of your employees is misguided (see part one). Warning: You cannot take a one-size-fits-all approach to social deployment. It doesn’t work. All companies and all customers are different, so a tailored approach is key.
Understanding your specific need is crucial to setting up your social technology in the best way. It will also be different for each team that is using the tool, as they’re likely using the tool in somewhat varied ways.
Ask yourself a few key questions: What does your ideal tool configuration look like – the perfect tool to help you reach your loftiest goals. How do you want to design the documentation that will help you monitor the success of the tool?
Establishing a system for tracking success is vital, as it helps ensure that everyone using a new tool understands their objectives.
Then, focus on workflow. Determine how to outline your processes so that what you build aligns with your vision of an ideal deployment. Aim for the stars, so that even with a few bumps in the road, your deployment will be a roaring success.
Throughout the deployment of any social media management technology, scalability should be top-of-mind. Be sure to think about how you will assess your success in phases moving forward, to validate your build and move toward scaling your tool across your organization.
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