Designing IA for AI - Information Architecture Conference 2024
Social media approach : Before you start
1. Social KEY STEPS TO FOLLOW BEFORE YOU START
MEDIA
Sachin Dabir
Sachin.dabir@ashnik.com
2. Route to Market It should be integrated in all
and role of Press - magazine the route to market channels
Social media
TARGET
AUDIENCE
Digital communication
Offline events Email
Website
Social MEDIA
3. 1 GO WHERE THE AUDIENCE IS
l Identify where you audience is : Facebook, Twitter, Buzz,
Orkut or any other local network
l Don't forget to check where the social networking sites are
going in terms of new features, growth or decline of
members etc
4. 2 'WHAT' YOU WANT TO BE KNOWS AS
l Have a clear picture of what your audience should know
you for – your brand values come in handy here
l If your social media communication and your brand values
are not in sync you would have major challenges, if you
are in the game for long term purpose
5. 3 DEFINE THE PURPOSE
l Define why are you there for
l Creating community?
l Creating awareness of your offerings?
l Getting market feedback?
l Understanding your buyer's behavior?
l Communicating your views?
l Define why community should come to your page, why
should it follow you, in short define what are you
giving
6. 4 DEFINE SUCCESS CRITERION
l Define what would constitute a success not just in terms of
fans and followers but also in terms of buzz
l Define Time frame : How much in what time
l Define the milestones : 3months – 6 months – 1000 fans
l Examples :
l Getting 5000 fans on fan page, 2000 followers etc
l How many posts, re-tweets etc expected to gauge
community engagement
7. 5 GET RIGHT TOOLS, PLAN YOUR DAY
l When you want to deal with large number of fans and
serious about engaging with them, it is important to have
right tools to help you 'do more with less'
l Plan your day : Need to plan to spend dedicated time each
day to engage with your audience
8. 6 IDENTIFY AND EMPOWER PEOPLE
l Identify who is going to engage with your audience
l Empower that person with all information and access to
other people in the organisation
9. 7 KEEP YOUR CONTENTS READY
l You should have contents and outline ready
l Make sure your contents are in sync with your objectives
and in line with your brand value
l Make the contents that would be engaging, enlightening,
entertaining
l Your contents should support your other route to market
initiatives
10. 8 NOT SPEED, VELOCITY IS IMPORTANT
l Though how fast you respond is important, but more
important is how do you steer the conversation
l Social media needs to be handled carefully when sensitive
topics are discussed. Hence it is important to make sure
that the conversation does not lose its direction