The document discusses how social media is an important tool for companies, providing examples of how companies in various industries have benefited from social media. It then outlines the "7 Pillars" approach to conducting a social media audit and creating a strategic social media plan to help companies gain competitive advantages from social media. The document concludes by introducing Laurence from Social Media is Dynamite who provides social media consulting services to help companies with these audits and plans.

1. Social Media is Dynamite
Handle with Care!

2. Is social media important?
• 79% of Fortune 100 companies use Twitter,
Facebook, YouTube and corporate blogs
• Quicker-than-CNN news via Twitter has given
stock market investors a 30 minute edge. Yet few
investment analysts are monitoring Twitter yet
• Dell achieved $3 million in revenue attributable
directly to Twitter posts
• Jet Blue has over a million followers mainly for
customer service issues
• IBM has 50k people on its Alumni network on
Facebook
• State Farm Insurance has had 20 million views
on its YouTube channel
• The New York Fed is monitoring sentiment in the
financial industry and key social media
influencers

3. How to use Social Media for
Competitive Advantage
• Audit all existing social media
work, plans and governance
• Create a strategic social media
plan that integrates with
organisational objectives
• Issue a governance document,
content development guidelines
and a sentiment monitoring
strategy
• Plan long term social media
testing, development and
investment

4. What Social Media is Dynamite can do to help
• Internal “7 Pillars” social media audit
questionnaire and report
• “7 Pillars” social media plan
including governance document and
sentiment monitoring plan.
• Implementation support including
training, content creation and
sentiment monitoring
• Bi-annual audit, plan and
implementation support cycle

5. What is a “7 Pillar” Social Media Audit?
A staff questionnaire and interview process to
establish:
1. All current SM identities, stats, content
2. All planned and possible SM opportunities
3. Existing or planned governance document
4. SM engagement analysis by seniority/position
5. SM monitoring (sentiment/mentions) current &
planned
6. Software tools in use and planned
7. Best competitor analysis of SM usage

6. What is a “7 Pillar” Social Media Plan?
A written report showing:
1. Your social media objectives
2. Who will implement the plan
3. What resources people/budget are available
4. Integration plan with existing
marketing/customer service/comms plans
5. Governance document
6. Content development guidelines
7. Management and ROI analysis options

7. Who is Social Media is Dynamite?
Laurence has worked for 25 years in sales and marketing,
including 8 years in sales management.
He has experience in sales training and was a co-founder and a
course material developer for a multimedia based sales training
company in the UK. He is a qualified sales training facilitator and
holds a Dip. MIS and an MBA in Marketing qualification.
He is the author of a guide to social media called Social Media is
Dynamite which will be published in the Autumn of 2012.
www.socialmediaisdynamite.blogspot.com