Category Archives: Marketing

Social Media Strategy: Listen, Identify, Formulate, Engage and Action

Searching for the phrase ‘Social media strategy’ (SMS) on any search engine would probably fetch a million results for sure, and new ones each day as they keep getting indexed. Everyone seems to have an opinion on how to build a social strategy. Even I have a few thoughts on this topic. What I am expounding below are portions that are a little more grounded, actionable and generic enough to be used by any organization.

Most organizations are able to clear SMS101. This includes creating a webpage on Facebook, Orkut, Twitter, Flickr, Hi5 either themselves or by hiring an agency that can do this by end of day. The agency also spreads the word, and the pages end up having thousands of followers (clients, employees) or listeners. The buzz keeps going for a couple of months where they keep informing their ‘avid’ fans about events, new products and other newsworthy items. However, in a few months, the action dies down. They see that the number of likes/comments to an announcement are now down to multiples of 10. They start wondering what happened to the millennials (the chirpy folks who are our fans)? Aren’t they supposed to respond and be virally active? Bah, humbug, this things doesn’t work, it’s overhyped. Time to cut budgets and shoot someone.

But hold on, we also hear a few success stories e.g. Dell generates 3 Million in Sales via Twitter, Coca Cola Expedition 206 on Facebook, Starbucks ‘Via’ Launch & 7 Million Fans on Facebook. They seem to be pulling it off quite well? How did they do it? Does it really work or are these success stories cooked up, vaporware, marketing gimmicks to fool us into believing or generating further buzz on how cool these companies are?

Here’s my take. A social game-plan is a collective effort (organization-wide) and requires a multi-pronged (and multi-objective) approach. Since you have to engage with many listeners and speakers at one time, one approach (size) will not fit all. Plus, it’s a long running episode/rally with a difference. Action begins slowly but stalls immediately if you take the foot off the pedal.

Hence, you require careful planning. The approach to a social game-plan needs to address the following five stages of listening,  identifying, formulating, engaging and action.

Listening What are the millennials talking about us?
Which social networks are relevant?
Hear the sentiment, follow the trend, analyze the reasons, keep discovering their online hangouts
Social/Web Analytics Team
Identifying Who are the influencers in there?
Identify the ‘relevant’ influencers, people who are active, have many ‘responsive’ friends and have the right demographic to be of interest to us
Research Team
Formulating Who from within the firm can participate in the engagement?
What all can we talk about?
How frequently can we engage?
Formulate the topic plan just as you decide promotion campaigns – topics of interest and owners/participants
Business, In-house Social Expert , Marketing
Engaging Participants and their Role-play on a Social platform:
– Support Team (address queries)
– Product managers (seek ideas and explain feature, next release)
– Evangelists (explain the vision),
– Active ‘socials’ (Spread the word, Invite friends)
– Active bloggers (Create the hype before launches, versions)

Topics of discussion and initiatives on a Social platform could include:
Contests, Product launches, Promotions, Countering the sentiment, Clarifications, Supporting queries, Troubleshooting, and much more

In-house Social Participants
Actions Eliciting desired action from the Socials around:
Trials, awareness, purchase, traffic. Creating actionable events through appropriate messaging
Evaluating the ROI for each social engagement and campaigns. This shall help identify what works and what does not. Read my post on Metrics for related insights.
Social/Web Team, Business, Marketing

Here are some implementable action sequences, grouped into 9 facets of any social media strategy. While this might be a basic approach to formulating your strategy and making sure you have left no stone unturned, innovative ideas are essential to generate exemplary success.


We need to remember that the onus of formulating a social media strategy may lie with a few, however, the act of engaging with the end-customers on a social platform has to be wide-spread (through in-house social influencers, across the organization) to ensure virality and momentum.

Every organization would have active FB status updaters or Twitter tweeters. How many times have they written about your firm might be a good question to analyze? Can all of them convert into effective marketers, without making them uncomfortable: calls for a new rewards and recognition clause to the HR policy, doesn’t it? Think about it.


Google Page Rank vs. Social Influence Rank

Many of us might be well aware of Google’s Page Rank algorithm, SEO techniques, and the fact that they work quite well serving the information seekers and the publishers (content creators). Hence, pages with high rank or on top of SERPs are usually relevant and highly recommended. However, as a publisher, you do need a degree of technical sophistication and SEO jugglery to be able get a higher rank despite creating perfect (relevant and unique) content. Well, nothing comes easy these days, isn’t it?

All (except creepy crawlers) welcome to the Social party?

Enter social. It would have been logical for search engines to gleefully jump into these environments and start indexing content (tweets, reviews, discussions, images and videos). Socials generate content at a speed faster than most e-groups, photo-sharing sites and probably a terabyte of content while we blink during the peaks! However, socials (read Facebook) have kept search engines at bay, and rightly so as it’s their territory, their data, and they want to protect it well. Who wants ‘free’ exposure, not them for sure? It’s only now that things are opening up with Facebook and Bing, but in a controlled way.

Would something like a Google Page Rank have relevance within a social context?

If you ask me, with some tweaks, a big yes! However the context (social network) might require a different approach, but with a little more thought we can achieve better applicability. So let’s see how we could draw some parallels:

Page Rank in Social: A ratio of links vs. sinks, which way they point and how deep does this linkage run might have direct affinity to my friends (links), their friends and friends of friends on a Social e.g. Facebook. On Twitter, it might find semblance with followers (links) and following (sinks).

SEO Parameters in Social: What are the top 5 parameters deciding a website’s SEO success: Links, URL, Meta Tags, Page Content and Sitemap.  On a Social, similar parameters might be: Connections, Profile, Presence (across Socials), Vocation (content that we create e.g. tweets and posts, topics one alludes on, images/video we upload).

Web Page Rank Social Influence Rank SIR Components
Links, URL Connections: Friends, Followers and following

– Relationships strength
– Speaker or listener

Meta Tags
Profile Strength

– Tags, Interests, Profile

Sitemap Social Presence (Where else am I?)

– Socials (FB, Orkut, Twitter), Blogs, eGroups

Page Content Vocation, Domains or Expertise

– Content created: Posts, topics, images/video, expertise

– Topics I like/share


Talking of Metrics in Social: Impressions might correspond to number of profile, tweet or post views. Actions might range from a re-tweet or comment all the way to traffic generation to an external site which could result in another ad-impression or a successful transaction (if landing on eBay or Amazon). We could conjure new metrics e.g. APC (action generated per centi, 100 posts or tweets) for the socials.

Who would be interested in looking at my Social Rank?

Well, both you (profile publisher) and the marketing firms (buyers) who are searching for social influencers.

If you are a person with a high APC i.e. Socially active, 100s of friends, write 100s of posts/tweets per month on a topic close to your heart (vacations, food, bikes, clothes, cameras), and your friends listen, reply, like, and share what you have to say, you are Hot property for marketers! You, without realizing why, might start receiving special privileges, freebies, coupons, and much more. The marketing firms would fall over each other trying to entice you to say something special about their products. Social moderators would throttle their eagerness so that they don’t disturb the magic you are already creating within your network of avid listeners.

Socials might tag you based on the type of content you create, calculate your Social present value (APC * Value-created through ad-impression or transaction). They might even rate you on a 5 point scale between limits e.g. ‘active initiator’ and ‘passive reader’. As you progress towards being an active initiator (i.e. a person who disseminates as well as acts upon what he reads), your SPV keeps going up!

Relevance To Social Media Strategy?

This, as a package, could be valuable to marketing firms grappling with either ‘how to kick-off their social media strategy’ or ‘I have a FB page, now what?’. Social media strategy is all about increasing user engagement and recollection through content dissemination. The fact about ‘out of sight’, out of mind’ is much more prominent in this environment. So, as a marketing firm, if I have the ability to create unique content, and I am able to leverage a group of relevant (tags) Socially active (APC) profiles, who shall disseminate my messages, we have our Social media strategy clicking, whatever be my objectives!

I have created a framework that might help solidify this ranking mechanism and provide L2 details. Watch this space for a follow-up note!