David Mullen, in the latest of his daily dose of insight, has opened up the discussion on yet another important topic for many of us experimenting with social media and developing campaigns for clients who are more than a little bit skeptical about venturing into a territory with which they are, for the most part, lost.
I strongly urge you to read Mr Mullen’s post – Should Brands Approach Social Media with a “Pilot Program” Mindset?
There are arguments to both sides of the issue. A “Pilot Program” helps ease the client into this scary and unfamiliar terrain. The downside is that you may not see results or ROI if you don’t commit to a thought-out, long term, strategy. Kind of a catch 22. There is, IMHO, a middle ground. A way to create a small scale, but comprehensive social media attack. The key is to develop a strategy that can be narrowly focused, initially, and then expanded and expounded upon, both in terms of goals and means to achieve those goals, as the data from the first phase can be analysed. Those metrics will provide feedback for you as you grow the initiative from a fine, targeted, endeavor, to a more far reaching and all-encompassing social media presence, and with it, your own unique approach and attitude.
I think it’s more about choosing the right channel – Pick one vehicle – facebook, youtube, twitter, a blog, etc…and focus all efforts on that one medium. This way, you’ve got your pilot program mentality in that you’re not trying to tackle the entire social space in one fell swoop. It’s not overwhelming; you have time to manage and monitor one platform, and thus you can develop a system in which consistancy is maintained.
Additionally, Choosing one medium allows for much easier measurement and analytics, to determine if the effort has delivered and if it’s worthwhile to expand.
Of course, to do this, you also have to Define your primary goal – customer service, marketing, branding, PR…etc. – pick one & stick to it – let your goal be the guiding influence in choosing the most effective social platform and your method for measuring results.
This is my “Pilot Program.” It has longevity, a goal, consistency, and it’s measurable. If it’s deemed to be successful, you can adapt this mini-initiative to other social media, or expand your goals, if desired. Either way, limiting yourself or your brand to 1 goal, 1 platform, 1 campaign is the best, IMHO, form of Pilot Program – insofar as that it has all the elements of a traditional and comprehensive campaign, while keeping things simple enough to act as a test of your needs, capabilities, and suitability for the effectively utilizing these media.
What do you think? Remember – My Blog is Your Blog – Share Your Thoughts!