Social Media is everywhere these days. It’s talked about, it’s lauded, its criticized. And for a business that might yet be getting started with social media, all of the information, tools, and opinions can be overwhelming.

How Do I Know I’m Ready For This?

There are a number of factors you need to take into consideration when planning a social media strategy. Some of them are operational, like the resources you have available, both in terms of people and dollars. Social media is sometimes less expensive in terms of capital outlay, but it requires long term dedication and plenty of human resources in order for it to be sustainable. You’ll also want to consider what aspects of your business will be affected or impacted by social media, outside of just marketing and PR. Perhaps customer service or sales should be involved, or even product management or HR. If you’re in regulated industries, legal and compliance will need a seat in the discussion too.

Social media is a much a cultural shift as an operational one for many businesses, too. As you lead these strategies, you’ll want to have open discussions internally about fears and perceived risks of social media, the appetite your company has for opening up communication, and how you might need to work on internal communication and processes to make it fly.

Need a hand thinking these things through? We’ve put together a Social Media Readiness Assessment for you that can help you with the questions you need to be asking as you get started.

What Should my Priorities Be?

First and foremost, a listening strategy is the foundation for any social media program. If you aren’t already monitoring the landscape for your brand in social media, that’s where you’ll want to start. Check out some of the materials in our Foundations of Listening and Engagement library for tips and advice about what to listen for and why.

Once you’ve got listening down, you’ll want to consider some of the other aspects of a social media strategy. If you’re a small or medium business, start by checking out our e-book on Getting a Foothold in Social Media. Even if you’re a big business just getting started, we’ll guide you through a few of the fundamentals of listening (including some ideas for free tools), building a social media presence, and measuring your efforts.  Need some more specific guidance on how to use some of the more popular social media tools like Twitter, LinkedIn, Facebook and blogs? Read up on the Social Media Starter Kit.

And if information overload has a hold on you, have a look at this slide deck on Social Media Time Management and this companion ebook for some tips on resource allocation, and how to avoid splintering your attention across too many channels.

What Am I Aiming For?

As you begin establishing your social media presence, it’s good to have an idea of what a mature social media organization looks like. From passive listening through initial engagement, all the way through contributions and content marketing within your established community, our CEO has a whitepaper that outlines the Yellow Brick Road to Social Media Maturity, and what each step entails.

It’s important to understand your aspirations as a social business in order to gauge, measure, and adjust your approach along the way. Even if you start with baby steps, keep in mind where you’re headed so that each effort you undertake can build upon the last and move you toward those goals.

What other questions are on your mind about how to get started in social media? If we can help, fill out the “Need More” form below and let us know!