4 Steps to Developing a Successful Social Media Program docx
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (286.26 KB, 7 trang )
social marketing software
6(+,+%(%.+#.)%*O0,/
.+)7.*//<*C.0+./+0$+%(.'2*#5
I7.*//%*C7.*//*07+.'/>+)
0,/0+6(+,%*#5//5(
+%(%.+#.)
+%(%.'2*#
1
*0.+52+*
5%(%*#/+%()%,.+#.)%/*8%2*#+,,+.05*%09>0?/*+,,+.05*%090+.)2((9
$*#0$799+5+**07%0$5/0+)./*+0$.+*/205*0/D$*0+0,%*0+
+*6./2+*/<(.*)+.+50$+79+5..*%/,.%6<,.+)+09+5.,.+50+.
/.6%%**779/<*5(2)0(9#.+79+5.5/%*//>"*0$0$%*#/9+5(.*%*9+5.
/+%()%,.+#.)*%*+.)9+5.)+.0.%2+*().'2*#+.0//7((</9+5
*##%.0(97%0$9+5.5%**(.*)+.+507$0)'/0$)2'>
500$.?/(+0+7+.'0$0*/0++*+.&5),%*#%*0+5((D/(/+%()%
,.+#.)>$//0,/.+"*+6.(++'9+),*%/#%**%*#0$/,.+#.)/<500$9
.'90+0$/5//+9+5.+.0/>
.+,.(9,.,.%*#//+%()%/0.0#90$0%*(5/#+(/*)/5.)*07%((*/5.
9+5#00$)+/0+50+9+5.,.+#.)>
*/$+.0<5%(%*#/+%()%,.+#.)/$+5(*+00'*(%#$0(9;+%()%E7$%(
0.*9E%/(/+5((9)%*/0.)+))5*%2+*/0++(<*%0/,+7.%0/$+5(*?0
%#*+.>
'%*#/%),(+5.D/0,,.+//0+,.,.+.0$(5*$+/5//5(/+%()%
,.+#.)**/5.0$09+5?./05,0+%*0.0%*/+%()%6*5/+.9+5#0
/0.0>$%/,.+//%*(5/=
- *29%*#9+5.#+(/
- %*%*#9+5.5%*
- 4*#9+5.'9,.+.)*%*%0+./
- $5(%*#*./+5.)*#)*0
$%//0,D9D/0,8.%/%*,.+#.)D5%(%*##%6/9+5$*0++5/9+5.+.0/>$
/+%()%7+.(%/$*#%*#.,%(9</+0$%/$(,/* +70$/+,+$+79+5,(*0+
%*0.0*5%(9+5.,.+#.)>
07%(((/+/05,9+5..%0.%+./5//%*6*9.2*#/0+)0.%/+.9+5
&5),%*0+0$.9>$%/7%((0'(+0+0$5*.0%*09+50+9+5./+%()%,.+#.)<
*7%(((/+((+79+50+'*+77$*9+5.+%*#0$%*#/.%#$0<*7$*&5/0)*0/*
0+)>
777>7.*//*07+.'/>+)
+%(%0.%/
*$!"!,"%!
#(%%#&
!(-
+&!
777>7.*//*07+.'/>+)
.'%%!
0./0#(*%0)%#$0/)5**//.90+/0#+(/+./+%()%,.+#.)/,%((9E0$.?/0**9
0+0$%*'0$00$#+(/+./+%()%.0$/)/0$+6.(().'2*#,.+#.)>505/+0$)*9
%.*079//+%()%*5/<%0%/%),+.0*00+%*29/,%#+(/+.0$/+.0/>
../+)8),(/=
- +.$*75/0+)./
- +%*0.07%0$8%/2*#5/0+)./0+5%(.*
(+9(09**+5.#0$)0+.+))*
9+5.,.+50B/.6%
- +,.+6%5/0+)./.6%
- +,05.(/
- +%*.//(/
- +/0(%/$9+5./(/0$+5#$0D(.%*9+5.%*5/0.9
- +..5%0*7),(+9/
$+9+5.#+(/7%(($(,9+50+$++/7$%$/+%()%,(1+.)/*5%*/.0$/00+.9+5.
+.0/<*7%((((+79+50+/0.(%/2*)/5.()0.%/+.0$,.+#.)>
/5.0+(/+.(%/2%*0.)/+$+7)5$2)*/09+5?(((0++))%00+9+5./+%()%
,.+#.)>.0+++"*<+),*%/0.90++6.90$%*#00$/0.0*.-5%'(9+6.7$()7%0$$+7)5$
2)%/.-5%.0+',5,0$+.0>9+5.+),*9%/0.9%*#/+%()%,.+#.)+.0$./02)*9+5
$6(%)%0./+5./</0.2*#7%0$+*+.07+'9#+(/<)/5.%*#0$26*//+9+5.+.0/<*0$*
%*./%*#9+5.+))%0)*0+*0$%*%2(,.+#.)%//0(%/$7%(()+.)/5.*5(2)0(9)+.
/5//5(,,.+$>
/'%!!
%*%*#9+5.5%*%/'90+/+%()%,.+#.)>$/+%(
$**($/%.*009,/+5%*/<*$+*%/5/%*
%.*079/+.%.*0,5.,+//>
+.8),(<%9+5?.(++'%*#0+5%(#.+5,+.*/5,,+.0./<
++'+5(0$/0$+%>9+5?.(++'%*#0+.$
,+0*2(5/0+)./7$+$6*6.$.+9+5<+.0++)
0$+5#$0(.%*,.25(.%*5/0.9<7%3.)%#$00$3.
+,2+*>9+5?.$+,%*#0+5//+%()%+./+)0$%*#(%'
..5%2*#<+)%*2+*+7%3.*%*'*+5(9+5./0
0>
+5?(($60++/+)./.$5,.+*0>$../+)#.079/
0+#%*(++'%*#%*0+7$.9+5.'95%*/.%*0.2*#*
$+7>
@If you don’t naturally know where people are hanging out, don’t panic. It just means you’ll need to do some
research to start. Head to Twier and search for your brand name, your competors’ names, your keywords,
industry, etc. Decide if there’s enough conversaon to warrant engagement. Head to Facebook and see if there
are any Fan pages dedicated to your company or industry. If there aren’t, are there a lot of people who list it as an
interest and who may be interested in joining a community on that topic? Go to Yahoo Answers and see if people
are asking or answering quesons. If your community is Internet-literate, they’re talking somewhere. You don’t
have to invent the neighborhood, you just have to track it down and move in.AE%/.+*<50/,+'*%
*9+5?6/09+5.#+(/<9+5*/0.0./.$%*#*0.)%*%*#0$/0/+%($**(/<0++(/*/.6%/
0+)00$*/+.9+5.,.+#.)>
+%(%.'2*#0.0#9
777>7.*//*07+.'/>+)
+%(%.'2*#0.0#9
0' %!)
*9+5?6/00$#+(/+.9+5./+%($**(/*/0(%/$9+5.'95%*/*0$,(1+.)/0$9
%*0.0+*<9+5*/0.0/4*#0$)0.%/**$).'/>
+#%69+5*%+$+7#+(/<5%*<*/+%($**(/((7+.'0+#0$.**5/0+/09+5.
)0.%/<0'(++'00$+((+7%*#8),(=
+5?6%0+(5*$/+%()%,.+#.)+5/+*5%(%*#9+5..,502+*/0$+5#$0(.%*
,.25(.%*5/0.9>
+5?6$+/*0++5/+**5%*+D(6(*)*#)*0D(6(%/%+*)'./%*9+5.%*5/0.9>
+5?60.)%*0$0.5**%*#.#5(.(+##%*#,.+#.)(+*#/%7%3.),%#**%*'*
*07+.'D5%(%*#,.+#.)7%((0$/0790+.$0$%/#+(>
+/0)0.%/5*.0$%/%.5)/0*</0.09(++'%*#0/+)+0$0$%*#/0$0*)/5.+*$
,(1+.)=
- (+#0.
- 7%3.+((+7./
- 070/+9+5.+*0*0
- *0.2+*/+*7%3.
- %*'*#.+5,))./
- (+#+))*0/
- *,**0/$./+9+5.+*0*0
- .''/0+9+5.(+#
+77*/0/+)#+(/>$/7%((,*+*9+5.+.#*%:2+*>9+5?.)+./0(%/$.*<9+5?((
(%'(9#%*-5%'+((+7%*#>9+5.+),*9%/*7+..(26(9*%$<%0)%#$00'(+*#.0+5%(9+5./>
$%(0$..(+0+)0.%/0$0*)/5.<.)).0$00$%/%/*$).'>+5?((*0+
5/0+)%:9+5.#+(/*)/5.)*00++(/,*%*#+*7$09+57*00+#0+50+9+5./+%()%
,.+#.)>
*#%!)%(%!)&)
."#"#(%!)
$!!&%)#%%!&
%!)!(&)#(!
#%"#!##)%!(-
+&(
777>7.*//*07+.'/>+)
+%(%.'2*#0.0#9
1'!!
0?/#0/0.0;$%//0#%/+50/4*#2)(%*/
*0.)%*%*#$+79+5?.#+%*#0+/0*
/5,,+.09+5.+*#+%*#/+%()%,.+#.)>
$../+)%),+.0*00$%*#/0+0$%*'+50
7$*+.)5(2*#,(*>+0((+0$/..(6*0
0+6.9+.#*%:2+*<500$/./+)+0$+.
0$%*#/0++*/%.7$*+.)5(2*#9+5.,(*=
Time
- .%2*#G(+##%*#<7%3.5,0/<++'
5,0/<%*0.2*#%*5/.D#.+5,/H
- /.$G*%*#0+,%/0+7.%0+50<(%*'/
0+/$.<,+,(0++((+7+.%*6%00+9+5.
#.+5,<+.*70++(/0+5/H
- %*0**G./,+*%*#0++))*0/<
.$%*#+500+,+,(7$+.0('%*#+509+5..*+.%*5/0.9<)+*%0+.%*#9+5.+))5*%2/+*
%(9/%/<0>H
Staff
- %0/0)).6/>#.+5,+.0
- %((/0+%*#0$%/+*0+,+8%/2*#./,+*/%%(%2/
- .%*%*#
- *#+%*#,.+//%+*(6(+,)*00+',5,7%0$0.*/
- $+%/#+%*#0+0$6+%$%*9+5./+%()%+.0<$+77%((9+5*/5.0$0%0?/*50$*2
6+%<*7$+)'/0$%/%+*/+*$+70+$*(*9*#26+))*0/+.)&+.+,,+.05*%2/
0$0.%/
Timeline
- (**)+*0$(90/'/
- 5*209++*0*0.2+**5,0/,.7'+.)+*0$
- $/.+((+50+*7/+%()%,./*/
- ((/+*0$2)B/0%/%+*/)+6
$/+,2+*/7%((*05.((9(0++0$.-5/2+*/0++*/%.0$07%((.//*9/,%$((*#/+.
+,,+.05*%2/9+5.+.#*%:2+*)9/7$*%),()*2*#%0//+%()%,.+#.)>*0$*<0$%/,(**%*#
,.+//7%((,.,.9+50+).'+*0$*80,$/=02(%),()*02+*>?((.//0$%/,.0+0$
,.+//*7$0?/%*6+(6%*05((9#4*#/0.0+*9+5./+%()%,.+#.)%*+5.*80D++'</+/09
05*>+.*+7<#0/0.0+*0$,(**%*#,.+//<*$'+50+5.+0$.+*0*00+$(,9+5#0+*9+5.
79>
$7.*//+%(.'2*#5
$7.*//+%(.'2*#5$(,/).'0./,5(%/$<)*#<*)/5.0$%.).'2*#.+//'9/+%(
)%$**(/<*$(,/).'0./*##7%0$5/./.+5*0$0+*0*0>$5$//5,,+.0+.0$)+/0
%),+.0*0/+%().'2*#$**(/%*5/9*0.,.%//0+9<%*(5%*#+5./-5.<++'<7%3.<+55<(%'.<
*.*+*(%*+))5*%2/>
$7.*//+%(.'2*#5+.//+)#.+5*.'%*#*0/0+*0.,.%//0$0.(++'%*#0+#0/.%+5/
+50/+%()%).'2*#>*0/%*(5=
F +*0.+(9+5./+%()%,5(%/$%*#7%0$*0.,.%/D#.,.)%//%+*%*#<7+.'!+7<*5%0+*0.+(/
F *0.(%:9+5./+%()%/0.0#9*852+*0+++.%*0,.+50<5/%*//5*%0*+.,+.0
)//#/
F //+%()%0+*##0$.+5#$+500$*2.5/0+).(%D9(
F *##*%*0.0%.0(97%0$0$,+,(7$+.0('%*#+509+5./+%().'2*#),%#*/
F /5./5//.+///+%()%$**(/
+.)+.%*+.)2+*/$3,=BB777>7.*//*07+.'/>+)B7$9D0$D$5
777>7.*//*07+.'/>+)
+%(%.'2*#0.0#9
JMKLL<>
7.*//<*>
MP+.,+.0.%6<5%0NTK
5.(%*#0+*<KMOPL
*%000/
(=LRSLDMRKDMOK
+*00*+.)2+*=
7.*//*
PKPK+50$.6%+<5%0LKK
5.(%*#0+*<RPR
*
(=LSQQOSRPQMN
8=LTKPQNMOTMM
7.*//5%(//+%().'2*#)*#)*0/+"7.+.).'0./(6.#%*#)5(2,(/+%(
$**(/0+*##7%0$5/0+)./<5%(0$%..*<*%*./.6*5/>5%(05,+*7.*//?
,8,.2/,+7.%*#0$/+%()%/0.0#%/++6.MKK.*/%*(5%*#+*9<.%2/$(+)<
+)/0,+.0/.+5,<%.)+*0+0(/5 *0<+'*%(/<0$7.*//+%(
.'2*#5$(,/).'0./,5(%/$<)*#<*)/5.0$%.).'2*#26%2/.+//'9
/+%()%$**(/<**##7%0$5/./.+5*0$0+*0*0>$5$//5,,+.0+.0$)+/0
%),+.0*0/+%().'2*#$**(/%*5/9).'0./0+9<%*(5%*#+5./-5.<+..//<
++'<7%3.<+55<(%'.<*.*+*(%*+))5*%2/>+.)+.%*+.)2+**0+
.-5/0)+<,(/6%/%0=$3,=BB777>7.*//*07+.'/>+)
+507.*//
social marketing software
