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Mechanics
The part of the process that takes the most time and causes the dread for executives considering an online social networking/social media marketing campaign is the part most easily delegated to an employee. The mechanics of posting blog entries, Twitters, and social network comments requires only a bank of authentically authored content from which to draw, and the knowledge of how to post that content to the appropriate sites.
The process of posting content combined with the process of locating new social media contacts accounts for fully half of all the time spent on online social networking and social media marketing efforts. When these duties are delegated to an employee operating in accordance with a well-defined strategic plan and clear ethical guidelines, the executive is freed for more gainful efforts.
Putting S.A.M. To Work
In practice, the S.A.M. process begins with strategic planning to determine what markets represent the most viable for a particular business and specific executive. Once these markets and online networking sites are identified, a detailed plan for participating on the various networks is formulated. This plan is re-evaluated monthly.
Once a plan is in place, the executive must author articles and other content items for distribution through the planned outlets. This is the sum total of the executive's time commitment, except to answer specific replies from social network members. With this minimal time commitment, the executive establishes rapport with the customer.
With the plan in place and the content authored, the daily mechanics of posting material to the networks and parsing compositions into microblogs is accomplished under the oversight of a consulting strategic planner.
Online social networking and social media marketing are an amazingly cost-effect means of spreading the brand message and building customer rapport and loyalty. The use of the S.A.M. process increases the ROI for this new form of info-communications.
Dr. Maurice A. Ramirez is founder of the consulting firm High Alert LLC. He is a speaker on the importance of social networking. As a consultant, Ramirez assists companies to align business continuity plans with personnel and customer behavior during adversity. Visit www.mauricearamirez.com for more information.
