Social Media Readiness Assessment

Document Sample
Social Media Readiness Assessment Powered By Docstoc
					                                                                                                                                        Social Media Assessment

Instructions
Use our Social Media Assessment to measure your organization's ability to implement a Social Media Program. This prescriptive self-assessment
tool allows you to rate your compliance with best practices across 8 different dimensions.
                                                                                                                                                Ranking Scale

  1. In the "Weighting" tab, set the weighting for each category based on relevancy and current business needs.                                 1 - Strongly Disagree

  2. In the "Self Assessment" tab, rank your organization on a scale of 1-5 on your compliance with each best practice.                         2 - Disagree

  3. Check the "Results" tab to identify your current/goal state in each category.                                                              3 - Moderately Agree

  4. View the "Recommendations" tab for actionable advice on how to improve your capabilities.                                                  4 - Agree

                                                                                                                                                5 - Strongly Agree
                                                                                                                            Social Media Assessment
Customize this tool by changing the weighting scale for each assessment category.

  Weighting Scale

    Senior
                       Social Media          Customer             Competitive        Staff &    Plan & Channel      Process      Governance &
  Management
                        Knowledge           Engagement              Insight         Resources      Selection     Documentation   Measurement
                                                                                                                                                Total
  Commitment



      15%                  20%                  15%                  10%              10%           15%              5%             10%         100%
                                                                                                                                             Social Media Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.

  Senior Management Commitment
  Description of Best Practices                                                                                                      Score          Notes/Comments


  Senior Management is interested in leveraging Social Media as a new marketing channel                                               4

  Senior Management understands that Social Media is a long term priority                                                             3

  Senior Management is prepared to contribute to social media content development (blog postings, press interviews, etc.)             3

  Senior Management is interested in taking the feedback from customer views and other data to make changes in the organization       2

  Senior Management is willing to provide the resources necessary in order to get the social media program off the ground (budget,
  staff etc.)                                                                                                                         1
  Social Media Knowledge
  Description of Best Practices                                                                                                      Score          Notes/Comments


  We understand which social media channels are available and which are the best fit for our organization                             3

  We have a solid understanding of how our employees and executives are currently using Social Media                                  2

  We have read industry-based reports and benchmarking studies on Social Media                                                        1

  We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing
  Social Media                                                                                                                        4
We have joined Social Media peer groups to learn more about how we can leverage Social Media                                             5

We subscribe to Mashable or other Social Media educational sites                                                                         1
Customer Engagement
Description of Best Practices                                                                                                           Score   Notes/Comments


Dedicated online community groups (Facebook, Linked In, MySpace, etc.) already exist for our industry or product types                   4

We have a company profile on Social Media networking sites such as LinkedIn, Facebook, etc.                                              4

Our subscriber list is growing among the various forms of Social Media currently being used (Twitter, Online Newsletter, etc.) and we
know how large our reach is online                                                                                                       4

We regularly contribute to online discussions (forums, blogs, etc.)                                                                      5

We know if our audiences tone is positive, neutral, or negative on 3rd party sites                                                       4

Our audience (customers, prospects, etc) regularly make comments on our postings                                                         3
Competitive Insight
Description of Best Practices                                                                                                           Score   Notes/Comments

We have audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with
Social Media                                                                                                                             1

We regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.)                       1

We monitor competitive social media changes and updates daily                                                                            2
We provide competitive positioning information to our product management group                                              2

We have joined our competitors online community and networking groups                                                       1
Staff & Resources
Description of Best Practices                                                                                              Score   Notes/Comments


We have defined roles and responsibilities for people in our organization who are involved with Social Media                3

We have a dedicated internal point person to manage our Social Media program                                                4

We have consulted with Social Media experts to ensure our programs success                                                  1

We have an industry thought leader who contributes to our blog postings                                                     2

We have consulted with our IT department to get their input on technology selections                                        4

We have developed and provided a training program to employees and contractors                                              3
Plan & Channel Selection
Description of Best Practices                                                                                              Score   Notes/Comments


We have created and presented a social media channel map which highlights how we will use Social Media                      5

We have a defined strategy with clear objectives, targets, initiatives and measures                                         4

We have analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first    4
We have evaluated and selected technology solutions for implementing our Social Media program                                  5

We have developed a project plan with timelines, deliverables and milestones                                                   3

We have communicated our Social Media plan to our employees                                                                    1
Process Documentation
Description of Best Practices                                                                                                 Score   Notes/Comments

We have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customer
service, etc.)                                                                                                                 1

We have developed a calendar for selecting topics and organizing Social Media communications                                   3

We have defined the frequency for updating our Social Media channels (blog, twitter, Facebook, etc.)                           2

We have a regularly scheduled meeting to discuss our Social Media program (topics, results, competitive insights, new
opportunities, etc.)                                                                                                           1
Governance & Measurement
Description of Best Practices                                                                                                 Score   Notes/Comments


We have a policy to govern the use of Social Media with our employees, contractors, prospects and customers                    2

We use a dashboard to report on our top Social Media metrics                                                                   4

We communicate the results of our Social Media program to Senior Management on a regular basis                                 5

We have documented the Terms of Use and Privacy Policy for the Social Media applications that we provide                       1
                                                                                                                      Social Media Assessment

Assessment Criteria                Current State                                  Social Media Capabilities Chart

Senior Management Commitment           2.6
                                                                                                  Senior Management
                                                                                                     Commitment
                                                                                                      5.0
Social Media Knowledge                 2.7
                                                                     Governance &                     4.0
                                                                                                            2.6               Social Media Knowledge
                                                                     Measurement
Customer Engagement                    4.0                                              3.0           3.0
                                                                                                                        2.7
                                                                                                      2.0
Competitive Insight                    1.4
                                                                                                      1.0

Staff & Resources                      2.8           Process Documentation                  1.8       0.0                           4.0Customer Engagement


Plan & Channel Selection               3.7                                                                        1.4


Process Documentation                  1.8                                            3.7
                                                           Plan & Channel Selection                         2.8               Competitive Insight

Governance & Measurement               3.0
                                                                                                  Staff & Resources
Weighted Score (out of 100)            59
                               5             27.25
                                                                                                                                        Social Media Assessment

Social Media Success Drivers                                              Scores   Recommendations

Senior Management Commitment

Senior Management is interested in leveraging Social Media                  4      0

Senior Management understands that Social Media is a long term
priority                                                                    3      Prepare a presentation to explain why social media should be a long term priority

                                                                                   Create a RACI Matrix with Management skill set and get commitment based on individual areas of
Senior Management is prepared to contribute to social media content         3      expertise
                                                                                   Build a business case and provide examples of how feedback from customer views can benefit the
Senior Management is interested in feedback from customer views             2      organization

Senior Management is willing to provide the resources necessary             1      Obtain Budget and Approval of the Social Media Business Case


Social Media Knowledge
                                                                                   Use Demand Metric's "Top Social Media Sites Database" to review 70+ top Social Media sites
We understand which social media channels are available & the best fit      3      available
                                                                                   Use Demand Metric's "Social Media Usage Survey" to get a better understanding of how Social
We understand how employees & executives are using Social Media             2      Media is being used
                                                                                   Obtain, read and analyze benchmarking reports from reputable firms such as the AMA, Forrester,
We have read industry-based & benchmarking reports on Social Media          1      Gartner, etc.
We have attended conferences & networked to gain a better
understanding                                                               4      0

We have joined Social Media peer groups to learn more about Social
Media                                                                       5      0

                                                                                   Use Demand Metric's "Top Social Media Sites Database" to identify helpful resources and
We subscribe to Mashable or other Social Media educational sites            1      subscribe to newsletters

Customer Engagement

Dedicated online groups already exist for our industry or product types     4      0


We have a company profile on Social Media networking                        4      0


Our subscriber list is growing among the various forms of Social Media      4      0


We regularly contribute to online discussions (forums, blogs, etc.)         5      0


We know if our audiences tone is positive, neutral, or negative online      4      0


Our audience comments on our postings frequently                            3      Review number of comments over the past 6 months and create a benchmark


Competitive Insight
We audited our competitors and have an idea of what they are doing                 Look at your competitors efforts and track them by using our "Social Media Competitive Tracking
online                                                                      1      Tool"

We regularly track our competitors                                          1      Use Demand Metric's "Social Media Competitive Tracking Tool" to formalize the tracking process


We monitor competitive social media changes and updates daily               2      Set up TweetDeck and Google Alerts to monitor changes and updates daily


We provide competitive positioning information to product management        2      Listen to competitors online and provide feedback to product management


We have joined our competitors online groups                                1      Join your competitors groups to gain insight into their online conversations


Staff & Resources
We have defined roles & responsibilities for those involved in Social
Media                                                                       3      Use Demand Metric's "Social Media Manager Job Description" to define roles & responsibilities


We have a dedicated point person to manage our Social Media program         4      0

We consulted with Social Media experts to ensure our programs
success                                                                     1      Use Demand Metric's "Social Media RFP Template" for ideas if you need to hire a consultant

                                                                                   Look for someone internally or find someone with an established reputation and develop a
We have an industry thought leader for blog postings                        2      relationship

We consulted with our IT department to get their input on technology        4      0
                                                                                                                     Document your training program and be sure all employees have adequate training before morning
     We have developed & provided a training program to employees                                        3           forward

      Plan & Channel Selection

     We created & presented a Social Media channel map                                                   5           0

     We have a strategy with clear objectives, targets, initiatives and
     measures                                                                                            4           0


     We analyzed & prioritized our Social Media channel options                                          4           0


     We have evaluated & selected technology solutions                                                   5           0


     We developed a project plan with timelines, deliverables and milestones                             3           Use Demand Metric's "Social Media Business Case Template" to formalize your Social Media Plan

                                                                                                                     Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake and
     We have communicated our Social Media plan to our employees                                         1           participation

      Process Documentation
     We incorporated & integrated Social Media into our normal marketing                                             Social Media is not a "stand alone." Be sure it's well integrated with other marketing campaigns &
     mix                                                                                                 1           initiatives
     We developed a calendar for selecting topics and organizing Social
     Media                                                                                               3           Use Demand Metric's "Social Media Posting Schedule" to formalize topics and posting dates


     We defined the frequency for updating our Social Media channels                                     2           Get agreement and commitment from participants


     We have a regularly scheduled meeting to discuss our program                                        1           Schedule a monthly meeting with stakeholders to discuss metrics, participation and results


      Governance & Measurement
                                                                                                                     Use Demand Metric's "Social Media Policy and Guidelines" as a starting point for creating your own
     We have a policy to govern the use of Social Media                                                  2           policy

     We use a dashboard to report on our top Social Media metrics                                        4           0

     We communicate the results of our Social Media program to
     Management                                                                                          5           0


     We have a well documented & available Terms of Use & Privacy Policy                                 1           Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available

Obtain survey results to help analyze Senior Management's lack of Social Media sponsorship
Prepare a presentation to explain why social media should be a long term priority
Create a RACI Matrix with Management skill set and get commitment based on individual areas of expertise
Build a business case and provide examples of how feedback from customer views can benefit the organization
Obtain Budget and Approval of the Social Media Business Case
Use Demand Metric's "Top Social Media Sites Database" to review 70+ top Social Media sites available
Use Demand Metric's "Social Media Usage Survey" to get a better understanding of how Social Media is being used
Obtain, read and analyze benchmarking reports from reputable firms such as the AMA, Forrester, Gartner, etc.
Contact your colleagues, catch a webinar or attend a Social Media Conference
Get involved in Social Media community groups and don't be afraid to ask questions
Use Demand Metric's "Top Social Media Sites Database" to identify helpful resources and subscribe to newsletters
Identify industry groups online. If nothing exists, figure out why and determine if there is an opportunity
Create a Company Profile on Linked In and Facebook (if it's a good fit based on your evaluation)
Review your list, figure out what it's not growing. Assess topic selection, frequency, channels, etc.
Be sure to select channels carefully, contribute when appropriate and choose a dedicated person to monitor
Create classification guidelines to determine tone. For an ex, review our "Social Media Competitive Tracking Tool"
Review number of comments over the past 6 months and create a benchmark
Look at your competitors efforts and track them by using our "Social Media Competitive Tracking Tool"
Use Demand Metric's "Social Media Competitive Tracking Tool" to formalize the tracking process
Set up TweetDeck and Google Alerts to monitor changes and updates daily
Listen to competitors online and provide feedback to product management
Join your competitors groups to gain insight into their online conversations
Use Demand Metric's "Social Media Manager Job Description" to define roles & responsibilities
Select someone to manage the social media program and formalize their responsibilities
Use Demand Metric's "Social Media RFP Template" for ideas if you need to hire a consultant
Look for someone internally or find someone with an established reputation and develop a relationship
Talk to the IT department and obtain their input on existing technologies, emerging resources, integration, etc.
Document your training program and be sure all employees have adequate training before morning forward
Use Demand Metric's "Social Media Channel Map" to formalize selected channels and present to stakeholders
Use Demand Metric's "Social Media Strategy Scorecard" to document objectives, targets, initiatives and measures
Use Demand Metric's "Social Media Program Prioritization Tool" to evaluate your channel options
Be sure to obtain organizational consensus by involving all stakeholders in the decision
Use Demand Metric's "Social Media Business Case Template" to formalize your Social Media Plan
Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake and participation
Social Media is not a "stand alone." Be sure it's well integrated with other marketing campaigns & initiatives
Use Demand Metric's "Social Media Posting Schedule" to formalize topics and posting dates
Get agreement and commitment from participants
Schedule a monthly meeting with stakeholders to discuss metrics, participation and results
Use Demand Metric's "Social Media Policy and Guidelines" as a starting point for creating your own policy
Select KPIs and use Demand Metric's "Social Media Program Metrics Dashboard" to track results
Create a Quarterly reporting schedule and provide results to all stakeholders
Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available

				
DOCUMENT INFO
Description: Use this tool to measure your organization's readiness to implement a Social Media Program. This prescriptive self-assessment tool allows you to rate your compliance with best practices across the following dimensions: Senior Management Commitment, Social Media Knowledge, Customer Engagement, Competitive Insight, Staff & Resources, Plan & Channel Selection, Process Documentation, and Governance & Measurement. Once you have completed the assessment, you will immediately be provided with results and recommendations.
BUY THIS DOCUMENT NOW PRICE: $49.95 100% MONEY BACK GUARANTEED
PARTNER demandmetric.com
Demand Metric is a web-based consulting firm that researches business best practices, publishes concise information, and builds practical Microsoft Office tools & templates. Our members have access to over 250 Templates & Tools and 100 How To Guides that have been developed based on requests from over 1500 clients.