“If you don’t know where you are going, any road will get you there” – Anon
A social assessment can be a powerful tool to either set your social media strategy (in the unlikely event you don’t already have one) or to periodically review and tune your strategy. A social assessment uses social business tools and big data to review and augment your social media strategy, ensuring you do stay on the right road towards the right business goals. A strategy is a plan of action or policy designed to achieve a major goal or aim. It presumes two key pieces of information:
A. An understanding of the business goal you are trying to achieve or improve
B. An understanding of where you are now on your journey towards that goal.
Using social business intelligence to understand where you are will ensure your social media strategy is evidence based and properly defined, scoped, resourced and so on to achieve your key aims. Here are our 5 key tips on using social business intelligence for improving a social strategy :
1. Assess your Brand
2. Assess your Customers
3. Assess your Partners
80% of companies in Asia Pacific use partners to take their products and services to market. Little point in having a great social strategy if your partners are not aligned – especially when they likely maintain the direct customer relationships. Use big data analysis to review the partners’ topics and their second degree ecosystem (the partners’ customers), those discussions and sentiments. And be sure to review links in your social architecture between your own presence and that of your partners.
4. Assess your Competitors
What are we going to do with the results? You should seek to create a social business SWOT analysis. What does the market say are our key strengths; what appears to be a weakness; identify opportunities to improve and threats to deal with. We are going to use this assessment to define or refine our Social Strategy and our Social Business plan. And then we are going to go and execute the plan together with our ecosystem.
Will B – @wbosma