Chapter Resources

Section 1: Understanding the Fundamentals of Social Media

Chapter 1: Who Needs a Social Media Strategy?

  • Defining Social Media
  • Who Can Benefit from a Social Media Strategy?
  • So What?
  • Conclusion

Chapter 2: What is a Social Media Strategy?

  • The Essence of a Superior Social Media Strategy
    • Superior strategists assess the competitive landscape
    • Superior strategists make big-picture choices
    • Superior strategists coordinate the choices
    • Superior strategists coordinate the choices into a coherent path forward
    • Superior strategy results in an orchestrated set of tactics
  • Conclusion

Chapter 3: What are the Benefits of a Social Media Strategy?

  • The Benefits of Strategy
    • A sound strategy helps guide your deployment of scarce resources
    • A sound strategy helps coordinate people and resources
    • A sound strategy provides a powerful message to educate employees in the organization
    • A sound strategy provides stability during tumultuous times and crises
  • Conclusion

Chapter 4: The Social Media Cosmos

  • Functional Perspective
  • Dynamics Perspective
  • Experiential Perspective
  • Conclusion

Section 2: Crafting Your Strategy

Chapter 5: Understanding the Competitive Environment

  • Stage 1: Facts – Collect relevant facts
  • Stage 2: Anchors – Isolate the essential analytical anchors implied by the facts
  • Stage 3: Judgments – Make judgments based on the analytical anchors
  • Stage 4: Validation – Validate your judgments
  • Conclusion

Chapter 6: Coordinates

  • Characteristics of Superior Coordinates
    • Superior coordinates represent tough, “big-picture” choices about what to do and what not to do
    • Superior coordinates enrich one another
    • Superior coordinates robustly define the operating space
  • Principles for Formulating Coordinates
    • Respect the “unequal dialogue” in your organization
    • “Don’t fight the last war”
    • Know when to play offense, defense, and use special teams
  • A Discussion Protocol for Crafting Coordinates
    • Review your competitive analysis and seek out hidden connections
    • Construct a “brain-prodding” chart
    • Discover clusters of goals or pods of insights
    • Label and evaluate the pods
    • Determine how the goals could be linked together to accomplish something unique and spectacular
  • Conclusion

Chapter 7: Channels

  • Channel Dynamics
    • Channels connect senders and receivers
    • Each channel has a unique capacity to transmit particular types of signals
    • Channels cultivate unique conventions, customs, and norms
  • Principles for Selecting Channels
    • Select platforms that sync with your coordinates and your target audiences’ preferences
    • Consider niche-like platforms that may serve your needs
    • Select platforms that you can master on a tactical level
  • Strategic Channel Selection
    • Systemically study a wide variety of potential social media platforms
    • Evaluate and select the platforms for active and passive management
    • Craft a “job description” for each channel
    • Bundle the channel “duties” into manageable jobs for your social media team
    • Assign the right person or team to the tasks
  • Conclusion

Chapter 8: Content

  • What Are My Content Options?
  • Who Generates the Content?
    • Internally-produced content
    • Curated content
    • Co-created content
    • User-generated content
  • How do I Select the Right Content?
    • Coordinate aligned
    • Audience sensitive
    • Channel compatible
    • Category apportioned
    • Feedback driven
  • Conclusion

Chapter 9: Connections

  • Understanding Connectivity
    • Nodes
    • Links
      • Direction
      • Capacity
      • Volume
    • Networks
      • Hubs
      • Hinges
      • Path length
  • Connection Principles
    • The pattern of connections (network) is more important than the strength of individual components (nodes)
    • There are tradeoffs associated with every type of network
    • Networks have both structural and emergent properties
  • Connections Matrix
  • Crafting Network Strategy
    • Identify a broad range of nodes and links
    • Map out and evaluate your existing network structure
    • Mix and match your connection strategies
    • Develop the skills and commitments to match your connection strategies
    • Judge effectiveness based on the strategy employed and the ease of reaching “bullseye nodes”
  • Conclusion

Chapter 10: Corrections

  • Sources of Errors
    • Attention
    • Speed
    • Habits
    • Thinking biases
    • Organizational structures, procedures and protocols
  • Corrections Matrix
    • Minor oversight
    • Modest gaffe
    • Missed opportunity
    • Major blunder
  • So What?
    • Detect patterns of errors
    • Build an eagle-eyed radar screen
    • Augment your radar screen by recruiting and maintaining your own friendly spy network
    • Build an experimental lab
    • Determine what type of corrective action to take
    • Set up a regular assessment process
  • Conclusion

Chapter 11: Syncing the Strategy Dots and Crafting Action Plans

  • Test 1: The Coordinate Test (note: the following questions apply to a specific example)
    • Will the selected channels increase your target audience’s attendance at your event?
    • Will your content choices increase your target audience’s attendance at your event?
    • Will your connection choices increase your target audience’s attendance at your event?
    • Will your correction plan increase your target audience’s attendance at your event?
  • Test 2: The Synergy Test
    • Are the channels aligned with your message choices?
    • Are the channels aligned with your connection decisions?
    • Are the channels aligned with your correction plan?
    • Are the message choices aligned with your connection decisions?
    • Are the message choices aligned with your correction decisions?
    • Are the connection decisions aligned with our correction plan?
  • Test 3: The Translation Test
  • Test-Taking Advice
    • Don’t assume that because you passed test 1 that you will ace test 2
    • Solicit the opinions and insights of others
    • Expect imperfections
  • Conclusion

Section 3: Assessing Results

Chapter 12: Develop the Assessment Protocol

  • How We Fool Ourselves
    • Focusing on one or a few metrics
    • Neglecting to identify underlying actionable issues
    • Failing to take the situation into account
  • Purpose of Assessments
    • Setting benchmarks
    • Orienting management processes
    • Identifying continuous improvement opportunities
  • Developing a Social Media Assessment Tool
    • Coordinates
      • Our social media efforts help us meet our business goals
      • We have the proper communication goals to support our business goals
      • We are meeting our communication goals
      • We have the right measures for our goals
      • Our goals are aligned with one another
    • Channels
      • We have selected the proper platforms to meet our goals
      • We have clearly defined roles for our different platforms
      • Our core audiences consistently use our selected platforms
      • We share the right type of content on our platforms
      • We properly manage the logistics of our platforms
    • Content
      • Our content resonates with our core audiences
      • We have the right mix of different types of content
      • Our content creates a consistent brand image
      • We have the right mix of in-house-created, user-generated and curated content
      • Our content syncs with our goals
    • Connections
      • Our social media platforms logically link to one another
      • Users can easily connect to our target site
      • We have the right internal organizational relationships to properly manage our platforms and related content
      • Our social media platforms properly link to our other communication tools
      • We are connected to the right communities to achieve our goals
    • Corrections
      • We have in place mechanisms to quickly detect social media gaffes and identify emerging opportunities
      • We avoid making the same kinds of mistakes
      • We consistently and quickly correct errors
      • We have informal protocols in place to regularly review performance and detect trends
      • We have a formal process in place to review our strategy and performance on a quarterly or semi-annual basis
  • So What?
    • Do your homework by collecting relevant metrics and holding discussions with a wide range of people
    • Embrace the debate
    • Acknowledge the relationships between the 5 Cs.
  • Conclusion

Chapter 13: Measuring Social Media Effectiveness

  • Step 1: Master Metric Language
    • Audience composition
    • Traffic patterns
    • Engagement measures
    • Community sentiment
  • Step 2: Dive Deeper into the Measures and Analytics
    • Platform-specific measures
    • Non-platform-specific measures
  • Step 3: Avoid the Metrics Minefield
    • Resist being seduced by the glamour metrics
    • Don’t assume that metric language transfers across platforms
    • Watch out for comparisons across organizations and time
  • Step 4: Match Metrics with Your Assessment Plan
  • Conclusion

Chapter 14: Crafting the Social Media Assessment Report

  • Key Principles
    • Analyze your audiences
    • Establish the right comparison points
    • Spotlight the return on investment
    • Highlight connections between social media platforms, other communication tools, and events
    • Focus on continuous improvement
  • Main Sections of the Assessment Report
    • Introduction
    • Limitations
    • Comparative framework
    • Data and analysis
    • Success stories
    • Conclusions and recommendations
    • Appendices
  • Conclusion

Chapter 15: The Mindset of a Strategist, the Sensibilities of a Professional and the Zeal of an Enthusiast

  • Strategic Mindset
    • Strategists are always grounded by the current reality even as they envision the next steps forward
    • Strategists focus on making the right tradeoffs
    • Strategists cultivate synergies
  • Professional Sensibilities
    • Professionals are committed to a core set of values and related ethical standards
    • Professionals cultivate collaborative, respectful relationships with others in their organization
    • Professionals exercise good judgment
  • Enthusiasts’ Zeal
    • Enthusiasts have fun, within limits
    • Enthusiasts devour the latest news and trends in their field
    • Enthusiasts experiment
  • Conclusion

Glossary of Terms

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