Questions to Ask to Develop a Social Media Strategy
As we work with more clients on developing social media strategies there are some common questions that keep coming up.
Below is a list of the questions that we are most commonly working to get answers to as part of the process.
- Has there been any past digital / social media campaigns that can be shared (along with the associated insights from them)?
- What are there existing assets (videos, recipes, news feeds, images, tools, etc) that can be leveraged for future programs?
- What are the plans for offline marketing that can help drive to digital initiatives (e.g. The marketing calendar)?
- Are there any partnerships (i.e. platforms, retailers, etc) that can be leveraged for digital programs (example: Microsoft)?
- Are there any specific person / departments / resources / committees that is leading social media activity (i.e. Marketing, Customer Service, PR, etc)?
- Who owns the current social media platforms?
- How does consumer affairs (or other depts.) coordinate with marketing teams to connect customer feedback to product development / marketing efforts?
- What types of insights would the client like to gain from consumers online (e.g. product feedback, share of voice, competitive perception, etc)?
- Does the client legal have specific position on the use of social media for marketing and/or personal employee use?
- What is the primary objective of digital marketing efforts? (i.e. drive to site, conversions, insights, engagement, to be “innovative”, etc). Does this differ by brand?
- What does success look like against these objectives? (i.e. what are expectations, benchmarks, competitive success, ROI, etc?)
- What are the primary tools used by the client to measure marketing program success (i.e. Dynamic Logic, Nielsen Data, etc)?
- How is the clients online analytics managed and what platform is it (i.e. Google Analytics, Omniture, etc)?
- Are there other brands (inside or out of vertical set) that the client sees as an aspirational and why?
- How does the client handle consumer (beta) testing of new and existing products?
- How does the client manage global marketing responsibilities (i.e. Centralized to US, Region by Region, etc)?
