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Social Media Assessment

The document provides a social media assessment for an organization. It assesses the organization's social media capabilities across several criteria on a scale of 1 to 5, including senior management commitment (2.6), social media knowledge (2.7), customer engagement (4.0), competitive insight (1.4), staff and resources (2.8), plan and channel selection (3.7), process documentation (1.8), and governance and measurement (3.0). Based on the scores and assigned weights, the organization's overall weighted social media capabilities score is 59 out of 100. The assessment identifies recommendations to improve scores in areas like increasing senior management priority of social media, tracking competitors, and establishing social media policies and

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Social Media Strategy•
Social Media Assessment Social Media Success Drivers Scores Recommendations Senior Management Commitment Senior Management is interested in leveraging Social Media 4 0 Senior Management understands that Social Media is a long term priority 3 Prepare a presentation to explain why social media should be a long term priority Create a RACI Matrix with Management skill set and get commitment based on individual areas of Senior Management is prepared to contribute to social media content 3 expertise Build a business case and provide examples of how feedback from customer views can benefit the Senior Management is interested in feedback from customer views 2 organization Senior Management is willing to provide the resources necessary 1 Obtain Budget and Approval of the Social Media Business Case Social Media Knowledge Use Demand Metric's "Top Social Media Sites Database" to review 70+ top Social Media sites We understand which social media channels are available & the best fit 3 available Use Demand Metric's "Social Media Usage Survey" to get a better understanding of how Social We understand how employees & executives are using Social Media 2 Media is being used Obtain, read and analyze benchmarking reports from reputable firms such as the AMA, Forrester, We have read industry-based & benchmarking reports on Social Media 1 Gartner, etc. We have attended conferences & networked to gain a better understanding 4 0 We have joined Social Media peer groups to learn more about Social Media 5 0 Use Demand Metric's "Top Social Media Sites Database" to identify helpful resources and We subscribe to Mashable or other Social Media educational sites 1 subscribe to newsletters Customer Engagement Dedicated online groups already exist for our industry or product types 4 0 We have a company profile on Social Media networking 4 0
Our subscriber list is growing among the various forms of Social Media 4 0 We regularly contribute to online discussions (forums, blogs, etc.) 5 0 We know if our audiences tone is positive, neutral, or negative online 4 0 Our audience comments on our postings frequently 3 Review number of comments over the past 6 months and create a benchmark Competitive Insight We audited our competitors and have an idea of what they are doing Look at your competitors efforts and track them by using our "Social Media Competitive Tracking online 1 Tool" We regularly track our competitors 1 Use Demand Metric's "Social Media Competitive Tracking Tool" to formalize the tracking process We monitor competitive social media changes and updates daily 2 Set up TweetDeck and Google Alerts to monitor changes and updates daily We provide competitive positioning information to product management 2 Listen to competitors online and provide feedback to product management We have joined our competitors online groups 1 Join your competitors groups to gain insight into their online conversations Staff & Resources We have defined roles & responsibilities for those involved in Social Media 3 Use Demand Metric's "Social Media Manager Job Description" to define roles & responsibilities We have a dedicated point person to manage our Social Media program 4 0 We consulted with Social Media experts to ensure our programs success 1 Use Demand Metric's "Social Media RFP Template" for ideas if you need to hire a consultant Look for someone internally or find someone with an established reputation and develop a We have an industry thought leader for blog postings 2 relationship We consulted with our IT department to get their input on technology 4 0 Document your training program and be sure all employees have adequate training before We have developed & provided a training program to employees 3 morning forward Plan & Channel Selection
We created & presented a Social Media channel map 5 0 We have a strategy with clear objectives, targets, initiatives and measures 4 0 We analyzed & prioritized our Social Media channel options 4 0 We have evaluated & selected technology solutions 5 0 We developed a project plan with timelines, deliverables and milestones 3 Use Demand Metric's "Social Media Business Case Template" to formalize your Social Media Plan Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake and We have communicated our Social Media plan to our employees 1 participation Process Documentation We incorporated & integrated Social Media into our normal marketing Social Media is not a "stand alone." Be sure it's well integrated with other marketing campaigns & mix 1 initiatives We developed a calendar for selecting topics and organizing Social Media 3 Use Demand Metric's "Social Media Posting Schedule" to formalize topics and posting dates We defined the frequency for updating our Social Media channels 2 Get agreement and commitment from participants We have a regularly scheduled meeting to discuss our program 1 Schedule a monthly meeting with stakeholders to discuss metrics, participation and results Governance & Measurement Use Demand Metric's "Social Media Policy and Guidelines" as a starting point for creating your We have a policy to govern the use of Social Media 2 own policy We use a dashboard to report on our top Social Media metrics 4 0 We communicate the results of our Social Media program to Management 5 0 We have a well documented & available Terms of Use & Privacy Policy 1 Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available
Social Media Assessment Customize this tool by changing the weighting scale for each assessment category. Weighting Scale Senior Social Media Customer Competitive Staff & Plan & Channel Process Governance & Management Knowledge Engagement Insight Resources Selection Documentation Measurement Total Commitment 15% 20% 15% 10% 10% 15% 5% 10% 100%
Social Media Assessment Rank your organization's compliance with each best practice using the drop-down box in the Score column. Senior Management Commitment Description of Best Practices Score Notes/Comments Senior Management is interested in leveraging Social Media as a new marketing channel 4 Senior Management understands that Social Media is a long term priority 3 Senior Management is prepared to contribute to social media content development (blog postings, press interviews, etc.) 3 Senior Management is interested in taking the feedback from customer views and other data to make changes in the organization 2 Senior Management is willing to provide the resources necessary in order to get the social media program off the ground (budget, staff etc.) 1 Social Media Knowledge Description of Best Practices Score Notes/Comments We understand which social media channels are available and which are the best fit for our organization 3 We have a solid understanding of how our employees and executives are currently using Social Media 2 We have read industry-based reports and benchmarking studies on Social Media 1
We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing Social Media 4 We have joined Social Media peer groups to learn more about how we can leverage Social Media 5 We subscribe to Mashable or other Social Media educational sites 1 Customer Engagement Description of Best Practices Score Notes/Comments Dedicated online community groups (Facebook, Linked In, MySpace, etc.) already exist for our industry or product types 4 We have a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. 4 Our subscriber list is growing among the various forms of Social Media currently being used (Twitter, Online Newsletter, etc.) and we know how large our reach is online 4 We regularly contribute to online discussions (forums, blogs, etc.) 5 We know if our audiences tone is positive, neutral, or negative on 3rd party sites 4 Our audience (customers, prospects, etc) regularly make comments on our postings 3 Competitive Insight Description of Best Practices Score Notes/Comments
We have audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social Media 1 We regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) 1 We monitor competitive social media changes and updates daily 2 We provide competitive positioning information to our product management group 2 We have joined our competitors online community and networking groups 1 Staff & Resources Description of Best Practices Score Notes/Comments We have defined roles and responsibilities for people in our organization who are involved with Social Media 3 We have a dedicated internal point person to manage our Social Media program 4 We have consulted with Social Media experts to ensure our programs success 1 We have an industry thought leader who contributes to our blog postings 2 We have consulted with our IT department to get their input on technology selections 4
We have developed and provided a training program to employees and contractors 3 Plan & Channel Selection Description of Best Practices Score Notes/Comments We have created and presented a social media channel map which highlights how we will use Social Media 5 We have a defined strategy with clear objectives, targets, initiatives and measures 4 We have analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first 4 We have evaluated and selected technology solutions for implementing our Social Media program 5 We have developed a project plan with timelines, deliverables and milestones 3 We have communicated our Social Media plan to our employees 1 Process Documentation Description of Best Practices Score Notes/Comments We have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customer service, etc.) 1 We have developed a calendar for selecting topics and organizing Social Media communications 3
We have defined the frequency for updating our Social Media channels (blog, twitter, Facebook, etc.) 2 We have a regularly scheduled meeting to discuss our Social Media program (topics, results, competitive insights, new opportunities, etc.) 1 Governance & Measurement Description of Best Practices Score Notes/Comments We have a policy to govern the use of Social Media with our employees, contractors, prospects and customers 2 We use a dashboard to report on our top Social Media metrics 4 We communicate the results of our Social Media program to Senior Management on a regular basis 5 We have documented the Terms of Use and Privacy Policy for the Social Media applications that we provide 1
Social Media Assessment Assessment Criteria Current State Social Media Capabilities Chart Senior Management Commitment 2.6 Senior Management Commitment 5.0 Social Media Knowledge 2.7 Governance & 4.0 2.6 Social Media Knowledge Measurement Customer Engagement 4.0 3.0 3.0 2.7 2.0 Competitive Insight 1.4 1.0 Staff & Resources 2.8 Process Documentation 1.8 0.0 4.0Customer Engagement Plan & Channel Selection 3.7 1.4 Process Documentation 1.8 3.7 Plan & Channel Selection 2.8 Competitive Insight Governance & Measurement 3.0 Staff & Resources Weighted Score (out of 100) 59 5 27.25