小型企业的社交媒体快速入门指南Quickstart Guide to Social Media for Business

1. ESTABLISH YOUR GOALS设定目标

  • Ask why you need to be in social media.
    问一问你为什么你需要利用社交媒体
  • Formulate your social media goals and objectives.
    制订你的社交媒体目标
  • Align with the business goals of your company.
    配合你公司的业务目标

1a. GET INPUT FROM STAKEHOLDERS从利益攸关方获得输入

Conduct interviews and internal surveys to find out what social media channels would best serve your company and your goals.

举办访谈活动和内部调查,找出什么样的社交媒体渠道能够最好的服务于你的公司和目标。

2. WHERE ARE YOUR BUYERS?你的潜在顾客在哪里?

  • Map your buyers’ personae.
    定义买家人群
  • Find channels where your team’s and buyers’ interactions intersect.
    发现你的营销团队与买家互动渠道
  • Determine which social media channels will work best in reaching out to them.
    决定哪一个社交媒体渠道最有利于你与买家建立联系

3. MAP INFLUENCES定义影响分析

  • Use monitoring tools to find out more about your prospects.
    使用监控工具找出更多与前景有关系的东西
  • Discover the “influencers” of buyers’ purchase decisions – bloggers, partners, and even competitors.
    探索买家做购买决定的 “影响力” - 博客,合作伙伴,甚至是竞争对手

4. MAP RESPONSIBILITIES定义职责

  • Distribute key roles among stakeholders.
    发布利益相关人的主要规则
  • Set up a social media “task force” around key responsibilities
    围绕主要规则建立一个社交媒体“责任小组”

5. SET UP YOUR CHANNELS建立你的渠道

Use the internal survey results and buyers’ personae to determine which channels you will engage in, e.g., Facebook, Twitter, LinkedIn
使用内部调查结果与Buyers’ Personae来决定经营的渠道,比如: Facebook, Twitter, LinkedIn

6. ESTABLISH YOUR CONTENT STRATEGY建立你的内容战略

  • Source for existing content and repurpose it, e.g., whitepapers, case studies, opinion pieces, videos, etc.
    重新运用存在的资源,比如:白皮书,案例研究,思想片断,视频等等
  • Identify topics that align with key marketing focus areas.
    确定用来配合关键营销领域的主题
  • Research to determine relevancy by searching for brand name, competitors, and target keywords
    通过对搜索品牌名称,竞争对手,目标关键词来研究并确定关联的话题

7. ESTABLISH YOUR METRICS建立指标

  • Create and align metrics and monitoring framework with strategic objectives.
    根据战略目标和监控框架来创建指标
  • Some key measurement goals include Reach, Buzz, Sentiment, Influence.
    包括范围,言论,情绪,影响等的一些关键测量目标
  • Measure only what matters to the business.
    仅测量那些与生意相关的事项

8. CUSTOMIZE YOUR CHANNELS定制渠道

Set up, customize and optimize your channels, e.g., multi-author blogging platform, customized FB page, YouTube channel, etc.
建立,定制,优化你的社交媒体营销通道,如:多人博客平台,定制的facebook页面,以及YouTube渠道,等等…

9. SET UP ENGAGEMENT FRAMEWORK建立联姻框架

  • Work out who responds, how, where (what channel), and how often.
    找出谁,如何,在哪里(什么渠道)响应了你的信息,以及活动的频率
  • Constancy and immediacy are keys to well-managed social media engagement.
    稳定性与及时性是管理良好的社交媒体联姻的关键

10. DEVELOP A SOCIAL MEDIA POLICY开发社交媒体政策

  • Based on best practices, what’s acceptable, out-of-bounds markers, confidential information, business vs. personal capacity, etc.
    基于最佳实践,什么是可接受的,跳出界限指标,机密信息,商业挑战个人能力,等等…
  • Document everything to avoid grey areas that may hinder engagement.
    将一切文档化,避免可能阻碍联姻的灰色区域

11. PUBLISH YOUR INITIAL CONTENT发布你的初始内容

  • Develop an editorial schedule.
    研制一个编辑日程
  • Populate your channels with appropriate content.
    用合适的内容充实营销渠道
  • Establish content syndication mechanisms across social media channels.
    建立跨社交网络的内容同步机制

12. MONITOR & MEASURE监控与测量

Set up monitoring and measurement tools based on the metrics established earlier.
建立基于先前指标的监控和测量工具

13. HARNESS THE POWER OF YOUR INTERNAL NETWORKS充分利用内部网络的力量

  • Time to get your team to provide the initial ballast.
    花点时间让你的团队去磨练
  • Propagate, publicize, promote.
    传播,宣传,推广

14. YOU ARE OFF!

  • Analyze, Adapt and Improve: Adapt any new findings into current processes, and improve efforts as you navigate through this social media journey.
    分析,适应并改进:调整任何新发现到当前过程中去,通过本次社交媒体过程来努力改进。
  • Remember – this is an iterative process.
    记住 - 这是一个反复的过程

Infographic – Quickstart Guide to Social Media for Business

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