What stage of social media mgmt is your company at?

Passive organizations are in observation mode. You’re getting the lay of the land. Listening, paying attention, absorbing what’s happening around you. The goals here are to learn what conversations are happening around your company, competition, and industry, where they’re happening and how often, and start laying out your approach in line with what you learn.

Responsive companies are taking the first step in engagement online. They’re still listening, but they’re also making forays into responding to the active dialogue. Usually, that means basic responses to company or brand mentions, but it can also mean contributing to industry conversations on social networks that are of interest and strategic focus.

At this point, your company is ready to not just participate in existing conversations, but to start a few of your own. That can be anything from starting a blog to foster home-grown dialogue, to initiating conversations on your community or social networks like Ning, Twitter, or a Facebook page. The point here is that you’re leading the conversation, not just following where it goes.

Creation is a step beyond engagement. It’s more than just conversation. It’s the generation of meaty, useful and valuable content for your community and potential community. Blog posts are the beginning, but here we’re looking at a full content marketing strategy that includes development of independent content designed to be distributed and shared for the purpose of establishing a thought leadership position in your industry.

From a very informative series of articles by Amber Naslund, Community Manager of Radian6, a social media monitoring and metrics software company.

Posted via web from Bryan Skelton’s Posterous

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