It is no secret that there is a lot of turnover happening the social media industry – just take a peek at the regular “People on the Move” updates on Jeremiah Owyang’s blog. This is only going to get worse as more organizations adopt social media, organizational structures change, the economy improves, and people in social roles mature (or burn out).
One key reason I bring up the growing churn in the industry is this: Social media and Community programs suffer when staff turns over… especially when that staff is the senior leadership that helped make key platform, policy and program decisions, or community managers that have built relationships with large swaths of the community.
I was talking about this with some folks at the eMarketing Summit in Portland last week, and the concept of a “Social Media Living Trust” surfaced. What if, as part of the requirements for social strategy & governance, senior leadership had to create a living trust document that outlined:
- A look forward: The 3-5 year strategic plan, with assumptions about market conditions, platform, staffing, funding and performance metrics.
- A look backward: The rationale and history behind key decisions like: platform, policy, team structure, personal, etc.
- An overview of most active / impactful members & subgroups
- Naming the person / team that would succeed the current team, and assume stewardship of the community / social program?
- The definition of social media strategy;
- The current scope of community and social media efforts;
- The current state of strategy development;
- The process organizations are using to develop strategy;
- Ownership and governance of social strategy;
- The biggest challenges that executives and teams are facing
The topic of online community strategy is one of the things that occupies a large chunk of my mental cycles. I’ve written about a pretty basic process and framework a few times over the years, and I think the baseline concepts have held up well. You can read a couple of relatively recent posts here (I’d love to hear your thoughts):
How to Develop a Community Strategy
Holistic Community Strategy
I’m very passionate about the opportunities that online communities and social media bring to the table, and I’ve had my fair share of real world experience (10+ years), but the primary reason I want to write this series is pretty simple:
Organizations are still challenged with setting strategy. From our efforts with the Online Community Research Network, we still see that only about 25% of our participant organizations have a comprehensive community strategy in place. Over the next few weeks, I will explore the following topics, offering my own opinions and insight, data from our ongoing community research, as well as other relevant content from experienced community-building professionals. I’ll also try to post as many templates that I use (or can borrow), where appropriate. In short: I’ll be posting, you will be adding to the discussion, and we will all (hopefully) be making our day to day community practices a little better. I hope that sounds like fun The Topics
The topics, which generally follow my strategy development process, will be: 1. Goal Definition:
How to assemble an internal stakeholder team and facilitate definition of business goals for the community. 2. Member Needs Research:
Processes and techniques for engaging community members in a process of discovery and conducting member “needs” research. 3. Social Media Ecosystem Research:
Methodology for conducting a discovery exercise of the relevant parts of the social web to find out where your community (or potential community) is already working and playing. 4. Designing an Online Presence Architecture (with a hat tip to Chris Brogan):
Factoring the goals of the business, the needs of the members, and the opportunities in the social media ecosystem to create a presence architecture that maps out where to focus engagements. 5. Engagement Planning:
How to develop content & activity plans for the community, including
–Where: to engage (home, outposts)
–Who: responsible party
–How: specific activity
–When: frequency of activity
–What: expected outcomes (prototypical metrics!) 6. Community Platform Selection:
Guidance on how to select a community platform, along with recent ratings for major platforms. 7. Management & Moderation
An overview of the important and evolving role of the Online Community Manager, building an online community team, and best practices on moderation. 8. Metrics & Reporting
What metrics to collect, what they tell you, who to report them to, and how often. 9. Policy Creation & Roll-out
How to develop community and social media policies that fit your organization, and how to deploy them. 10. Governance
Creating a governance structure in your organization, keeping exective stakeholders informed and engaged, and achieving the right balance of of inter-departmental communication and guidance. 11. Superusers / Elites
A review of the best superusers programs, with a focus on process, identification and incentives. Again, I would LOVE your feedback on the topics above. My goals is to write an article a week over the next 12-14 weeks. Each article will be labeled “Back to Basics”, and will be tagged #ocb2b