Strategie für Soziale Kampagnen

For­res­ter hat den “POST” Ansatz ent­wi­ckelt, um Maß­nah­men im sozia­len Web stra­te­gisch sinn­voll anzu­ge­hen. Das Schöne daran:

“It’s time to stop doing social because it’s cool. It’s time to start doing it because it’s effective.”

Also eine Mög­lich­keit, nicht zu sagen: Wir wol­len ein Web­log! Son­dern: “Was wol­len wir errei­chen?” Wer fragt der führt…

» Via PR 2.0: wie eine Stra­te­gie für Social Media ent­ste­hen sollte
» For­res­ter: The POST Method: A sys­te­ma­tic approach to social strategy

Das Ganze ist etwas sim­pel, aber wenn es funk­tio­niert— hier die vier The­sen im eng­li­schen Ori­gi­nal.P is People. Don’t start a social stra­tegy until you know the capa­bi­li­ties of your audi­ence. If you’re tar­ge­ting col­lege stu­dents, use social net­works. If you’re reaching out busi­ness tra­ve­lers, con­sider ratings and reviews. For­res­ter has great data to help with this, but you can make some esti­ma­tes on your own. Just don’t start wit­hout thin­king about it.

O is objec­tives. Pick one. Are you star­ting an app­li­ca­tion to lis­ten to your cust­o­mers, or to talk with them? To sup­port them, or to ener­gize your best cust­o­mers to evan­ge­lize others? Or are you try­ing to col­la­bo­rate with them? Decide on your objec­tive before you decide on a tech­no­logy. Then figure out how you will mea­sure it.

S is Stra­tegy. Stra­tegy here means figu­ring out what will be dif­fe­rent after you’re done. Do you want a clo­ser, two-way rela­ti­onship with your best cust­o­mers? Do you want to get people tal­king about your pro­ducts? Do you want a per­ma­nent focus group for tes­ting pro­duct ideas and gene­ra­ting new ones? Ima­gine you suc­ceed. How will things be dif­fe­rent after­wards? Ima­gine the end­point and you’ll know where to begin.

T is Tech­no­logy. A com­mu­nity. A wiki. A blog or a hund­red blogs. Once you know your people, objec­tives, and stra­tegy, then you can decide with confidence.