Social Media Briefing Book

Some thoughts on what a client should know about their category, their company, and their brand as it relates to social media.

A client briefing should cover a two critical questions before embarking on strategy to achieve an objective:
- Are we all on the same page with respect to this topic?
- What is the current landscape look like?
Required Understanding
- What is 'Social Media' and How does it Relate to Marketing?
- Changing Communication Structures and the Social Media Toolkit
- Realizing the Promise and Organizational Implications
Understanding the status quo
1. Establish a benchmark of the category's social media presence
  1. What are the common interests (the new demographics) that people congregate around?
  2. What is being said and where?
  3. Where is our group participating in social networks?
2. Understanding the Architecture of Influence
  1. Identify the resources involved when talking about the problem, need or solution
  2. Document the flow of information and the relationships (via primary research)
  3. Identify the relevant conversations as 'touch points'
3. Highlight Tactics and Measuring Engagement
  1. Search out and report on best-practices both within and across categories;
  2. Outline a measurement, response framework that fits with selected tactics
OK, now we can think about a strategy