Social Media Strategy Development
In order to provide a consistent face to your consumers, a social media strategy is a key part of your activities to ensure that your target audience hears and understands your message. Additionally, a social media monitoring strategy is a very important part of how you listen and respond to your customers or consumers online. We also work with organisations to develop internal social media communications strategies using tools such as Yammer to improve organisational knowledge management and the ways that staff interact with each other on a day-to-day basis.
Dialogue Consulting specialises in the development and/or review of social media strategies that provide your staff with a clear path forward and ensure that your social media activities are cost-effective and measurable. We create social media strategies through considering the following:
- Situation Analysis
We look at your existing social media presence(s) (if you have them) and analyse your whole organisation’s activities and processes to identify the places where social media can be a part of you engaging in conversation with consumers.
- Target Audience Research
We use a range of tools (including existing data and consumer survey / market research projects) to research your target audience: what social networking sites are they using and why? How do they want to engage with your brand? Are they already engaging with your brand outside ‘official’ channels?
- Channel strategy/procedures
Based on our research into your target audience, we identify the channels that will be most relevant and cost-effective for you to implement. This includes any segmentation that you will need to consider (how is your audience on Twitter different to Facebook?), along with the types of content that will best engage your consumers
- Key messages
We work with you to develop your key messages for social media in a way that will ensure consumers hear your message and feel encouraged to engage and interact with you. This will inform the development of your content for each social media presence.
We provide you with advice on your social media budget, including staff resource costs and advertising costs (if recommended) that you should consider.
- Monitoring & Evaluation
We provide you with information about how you can monitor and evaluate your social media activities, including the ongoing support that your staff may require throughout implementing and analysing your social media activities.
The cost of a social media strategy varies between organisations: some require significant work and research in order to adequately understand and segment consumer communication channels, others are relatively simple. Contact us and we will happily provide you with a quotation and proposal.
Social Media Policy & Risk Management
Risk management is a significant area in social media. Every organisation is different, both in its risk profile and ‘risk appetite’. Some organisations have risks that extend to the health and wellbeing of their audience (e.g. the mental health sector) while others have more risk associated with the brand itself.
Legally, we are in a difficult situation in Australia. While there have been some recent rulings by the ACCC and the Advertising Standards Bureau, we are ultimately guided mostly by best practice risk mitigation rather than specific law. Regardless, it is important to have a clear and consistent approach to risk management: pre- or post-moderate? What is your moderation turnaround time? What do you do after hours or on the weekends? How will you respond to an urgent situation? Policy is there to both reduce risk to the organisation, but also to support staff members who are in charge of social media activities to have a procedure to follow when things go wrong.
Additionally, social media policy clarifies an organisation’s expectations from their staff. How should staff act online – what is considered appropriate or inappropriate? While there are limits to how much an organisation can instruct staff members on their personal use of social media, depending on the risk profile of the organisation there may be legal reasons to encourage staff to ensure that their profiles are private or inaccessible to the public. Policy can also play a very helpful role in your staff being able to maintain personal and professional relationships with consumers, giving them ‘backup’ in the event a consumer contacts them via a personal account to advise the consumer of the appropriate channels to communicate through.
How we can help
Dialogue Consulting would be pleased to provide you with a proposal for our services in strategy and policy development or review. Please get in touch with us below for more details.