Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program

Best PracticesWhat Makes for a Winning Program

Think of your social media effort as a business within a business. As you would with a start-up business or a major internal initiative, write a project charter and business plan for your social media program. This is important for the following reasons:

• Social is still a new medium, whose goals and measurements won’t be understood or embraced across the enterprise unless you document them in writing, and
• The fast pace of change and frequent emergence of new social platforms and tactics means you need to define your priorities—and stay disciplined in pursuit of those priorities.

I know most readers ...