I’ve been following Ash Shepherd on Twitter for some time now because he always seems to have something important to share. Following is an email interview I conducted with Ash about a service he offers called Social Media Planning and Analysis.
What is social media planning and analysis?
Shepherd: Social media planning and analysis is really about two things:
1. Creating frameworks that keep social media activities mission focused in a sustainable manner.
2. Taking the time look at if what you are doing is working.
After all, none of us has the time or resources to do anything that is not helping us achieve our mission as an organization or company.
Can you explain what this looks like in practice?
There is obviously a lot that can go into explaining this but the simple breakdown is this: Goals, Strategies, Tactics, Tools and Metrics. The biggest point to make here is that picking your tool comes as one of the final steps, not as the first and only one.
This practice of keeping things tied to larger communication goals with specific actions and ways to measure successes as well as shortcomings is the key to sustainability for groups.
If you chase the tools, what are you going to do when they change? (And they will.) You have to start over. With a solid plan and framework the worst case scenario is that you have to adjust that last two steps of the process but everything else can remain consistent. Continue reading