In an article I wrote for Mashable a while back, I discussed the concept of the Social Media ROI Cycle. The article outlined how most people launch their social media campaigns by first thinking tactically. Then, after they realize the futility of their shoot first aim later approach, they step back and revisit the idea of starting with goals, then moving on to strategies, then moving on to tactics and wrapping up with execution.
If you find yourself lost somewhere in the middle of the goals, strategy, tactics, execution spectrum, then the 2×2 below might be of some help to you. It looks a little confusing at first, but if you spend some time with it, it ends up making sense.
You can start by looking at the horizontal axis and scoring your business on a scale of 1 to 10. If you score yourself a 1, that means that you’re highly-tactical and that you’re jumping into social media before you’ve thought through your strategy and goals.
If you score yourself a 10, you’re on the highly-strategic side of the equation. That means that you have a written social media plan complete with objectives, strategies, tactics and an executional timeline. (Side note: People like you drive me crazy. Relax, would ya? You’re making the rest of us look like slackers.)
Okay, now we’re ready to look at the part-time/full-time line on the spectrum. If you score yourself a 1, you’re doing it when it suits your fancy — for example, when you’re having your morning cup of coffee.
If you score yourself a 10, that means you have a person (or a team of people) who are focusing 100% of their time on your social media campaign. (If that’s the case, lucky you.)
Now that you’ve graded yourself, plot out where you are today on the Social Media Snapshot below. Draw a dot where your two grades intersect. In Example A, the company graded themselves a 4 on the part-time/full-time spectrum and a 7 on the tactical/strategic spectrum. In Example B, the company graded themselves a an 8 and a 4.
Now — and this is important — plot out where you want to be in 6 months as well as 12 months.
Be realistic. And don’t just plot out something random for your 6 month and 12 month goal. Think through how you’re going to accomplish those goals so that you can put it all together.
By visualizing where you are today and where you want to be tomorrow, you’ll have a graphic reminder of how 2013 should roll out for you over the remaining 10 months.
Jamie Turner is the Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.