Thanks to all of you who attended my second webinar today (Social Media Tools Week) on Social Media Assessment - How To Start.
I've seen in practice that many companies skip this Assessment stage or don't understand why it is important. Of course the very large agencies do apply their own assessments,and have inhouse or acquired tools to do an excellent job.
The presentation shows how every business can think about Assessment, and why it is important.
I was struck by this comment: "Media is an arena where people with shared interest and enthusiasm converge around a shared idea" by Helge Tennø Post Digital Marketing 2009.
If you BELIEVE THIS, as I do, then you need to find the right arenas and match the shared interest with your own and understand how to contribute and ideally, find the actual people who are most enthusiastic.
This is Social Media Assessment – before thinking of tools or "doing something on Facebook".
You can get a copy of the presentation from Slideshare.
Where does an Assessment fit in with developing a strategy?
Let's say that:
- You understand enough about social media
- You have some kind of customer-oriented feedback, ideas
- You have some idea of resources and how it can be handle
- You need a strategy (however large or small).
It’s at this point that you need to do an Assessment.
You want to map the terrain, identify the places and spaces that matter, understand the real environment, and then develop a strategy which is informed and practical and effective.
The Assessment is one of the suite of methodologies taught by the Social Media Academy and put into practice by its graduates across the globe. These have the benefit of being consistent, having people talk the same language, and being continuously improved from global feedback.
I'm sure you have experience in developing forms of Assessment, before doing the strategy work, or perhaps you don't agree with this logic?
Please add your comments below as I'd love to see those ideas.