The document outlines 15 steps for creating an effective social media strategy, beginning with researching stakeholders, issues, influencers, and competitors. It recommends determining key metrics and goals up front, such as brand awareness, word of mouth, and sales. The steps also include choosing appropriate tactics and content categories, and emphasize continually evaluating and improving the strategy. The overall approach focuses on engaging communities through valuable, transparent discussions rather than one-way messaging.

1. Creating Social Media Strategy A Webinar Developed by Livingston Communications ©2008

2. The Old Way

3. The Old Way

4. Social Results Using the Old Way

5. Social Results Using the Old Way

7. Heart of the Matter

8. Chemistry: Inherently Organic, Social

9. The Bad, The Ugly and The Good

11. Examples: Nokia Mosh

12. Examples: QuickSilver and Dell

13. Examples: Goodwill and ED

14. Bored? Get Ready for Part II!

15. Part II: Creating Great Social Media!

16. 15 Steps to Social Media Creation

17. Step 1: Stakeholders

18. Step 2: What Do They Care About?

19. Step 3: Research Top Blogs, Social Networks

20. Step 4: Find the Back Channel

21. Step 5: Participate

22. Step 6: Formal Analysis

24. Step 7: Outcomes

26. Step 8: Determine Your Value

27. Step 9: Editorial Mission

29. Step 10: Resources

30. Step 11: Choose Your Tactics

32. Step 12: The Right Voices

33. Step 13: Categorize and Plan Content

34. Step 14: Build Metrics

35. And Then Engage!

36. Wait! Step 15: Evaluate and Improve