Workforce Happiness

Study Notes

Social Media Strategy Essentials

Social media dashboards centralize management of social media properties and integrate analytics data from various sources for easier reporting.
Good documentation and processes are essential for social media success and involve stakeholders from across the organization.
Processes and guidelines ensure consistency across different channels and should be agreed upon and approved before taking any action on social media.
Community guidelines help set the tone for managed communities and indicate what behavior is tolerated or not tolerated.
Content plans help plan community conversations and messages based on business objectives, with priorities assigned to each objective.
An established communication and escalation protocol is crucial for handling social messages, especially in large organizations with multiple users or departments involved in social media.
Dealing with opportunities and threats involves knowing when to engage in conversation and when to refrain, based on the sentiment of the messages being received.
When everything being said is nice, the brand should focus on driving high volumes of conversation and constantly innovating to meet brand promise.
When everything being said is neutral, it indicates a lack of attention and a risk of being forgotten, prompting the need for more engaging content.
When negative things are being said, it indicates broken brand promises and underperformance, requiring high-priority resolution.
Negative conversation provides the business with focus to resolve underlying problems and is not necessarily all doom and gloom.
Brands need to be careful not to stir up more conversation during negative periods, but the information provides focus to resolve underlying issues.