Summary • Outline • Study Questions • Flashcards • Quiz
“Choose your social media channels just like divas select their wardrobe, with an eye on comfort, function and just the right amount of drama.” – Dr. So What
This chapter explores the dynamics of channels, principles for selecting channels and presents a guide of how to use the principles to make strategic channel selections.
Effective social media managers abide by several key principles. For example, they select platforms that sync with their coordinates and their target audiences’ preferences, and they distinguish between those platforms that will be passively managed and those that will be actively managed. They use these principles to assist them in strategically selecting channels, by: 1) systematically studying a wide variety of potential social media platforms, 2) evaluating and selecting the platforms for active and passive management, 3) crafting a “job description” for each channel (e.g., each channel’s primary and secondary “duties”), 4) bundling the channel “duties” into manageable jobs, and 5) assigning the right person or team to the tasks.
- 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
Chapter Deep Dive Study Questions
These exercises are designed to enhance your understanding of the chapter’s key ideas, principles and approaches.
List three objections you might encounter when asking a team to discuss and complete the Channel Evaluation Grid (see Table 7.2). How would you counter each objection?
List three other important questions that should be added to the Social Media Investigative Question list proposed in Table 7.1. Discuss why you think those are important questions to add.
Select three platforms you frequently use. Craft a job description for each of them. Develop a scorecard for each based on your “job description.”
[a] The channels in which you invest significant time and energy by, for example, actively pushing out content.
[q] Niche Platforms
[a] Social media channels that are less publicized and less well known that might hold more innovative and edgy appeal.
[q] Passively Managed Platforms
[a] The channels in which you invest minimal time and energy. Managing these platforms might involve, at a minimum, securing the platform names that some audience members might access or stumble across as well as regularly monitoring them.
[q] Platform Job Description
[a] The role that a specific social media channel is to perform in the organization, or in other words, the aspiration that the channel is seeking to fulfill in a specific circumstance.
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Question 1 of 10
Twitter would be considered a channel, but not Pinterest.Correct
Question 2 of 10
The author suggests staying away from niche-like platforms that are less publicized and less well known.Correct
Question 3 of 10
According to your author, all of the following are key investigative questions to consider for social media platforms except for…Correct
Question 4 of 10
Since your reputation or brand can be promoted on most social media platforms, your author suggests that you should be actively managing every one of them.Correct
Question 5 of 10
According to your author, if you do decide to passively manage a platform, it means, at a minimum, securing the platform names that some audience members might access or stumble across, as well as regularly monitoring them.Correct
Question 6 of 10
Your author suggests that when you evaluate a channel, you need to consider which of the following factors?Correct
Question 7 of 10
Handling a highly emotional conflict with another individual would best be suited for which platform(s)?Correct
Question 8 of 10
A wise strategy in managing your social media channels is to replicate what channels your competitors are using.Correct
Question 9 of 10
If you wanted to demonstrate the superiority of your product both visually and cleverly, YouTube would be a better choice than Tumblr.Correct
Question 10 of 10
Your author suggests the importance of designating the primary and secondary functions – or duties – of each platform in certain circumstances. In other words, you are looking to craft a(n) ____ for each channel.Correct