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Social Media Strategy Good Practices

Social media strategy good practices is a short list of principles that can make your firm stand out when empowering customer and employee experience. It’s part of a talk I gave today to a large multidisciplinary team. Their venerable institution plans to use social media strategy to get the ducks in a row without too much squawking. The most exciting aspect of social media strategy is that there’s so much room for improvement: while your peers and competitors are trying to “engage” with finely crafted-yet-impersonal content, you can power past them using experiential social media, which focuses on scalable interaction.

Social Media Strategy Good Practices: summary

Here are the cliff notes to the good practices part of our discussion:

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Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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Ethnographic Research for Product Management

Ethnographic Research for Product Management with social media logoEthnographic research for product management shows how to apply ethnographic research of social media to managing the life cycle of products and services. Ethnographic research of social media can revolutionize product management because it’s a very efficient way to study people’s behavior and motivations in each part of the product life cycle. Unlike traditional product and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

This post outlines the product management use case of ethnographic research of social media. For more on ethnographic research, see its executive summary.

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Ethnographic Research of Social Media

Ethnographic Research of Social Media[Updated] Ethnographic research of social media is one of my biggest secrets. It has become the foundation of CSRA’s ability to create trust at scale, so here I’ll share how I came to use it with social media. Then I’ll explain what ethnographic research is, why it’s vital to CSRA, and how it works, so you can use it. Finally, I’ll share use cases for experiential social media, product management, and business innovation.

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The Employee Engagement Fallacy and How to Fix It

The Employee Engagement Fallacy: How You Can Fix It AvatarThe Employee Engagement Fallacy reveals that most literature, papers, and methods are built on faulty Industrial Economy employment attitudes, and it provides an approach that uses experiential social media to help reframe employment and performance.

Although the idea of “employee engagement” can be a rare opportunity to increase competitiveness, its practice is compromised by well intended but flawed logic.

Here’s the fallacy: Employee “engagement” is the result of employees’ experiences while they’re working at employers. Few engagement programs focus on employees’ experiences, so they fall short.

Engagement is not achieved by a program or initiative that focuses on the outcome. Employers see much more success at achieving the result when they focus on empowering the experiences their employees want when they decide to work at the employer. Experience is the motor of engagement, so empowering experience is the first step of raising productivity and lowering employment costs, two common employee engagement goals. Here’s how it’s done.

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