Launching a social media initiative can be as nerve-wracking as any other new and unfamiliar program undertaken by a lean organization of well-meaning, but unconfident staff. This particular nonprofit leader had done her homework and needed only a few pointers to reassure her that she and her organization were on the right track. Regardless of whether your staff are full-time professionals, or part-time volunteers, the proper amount of preliminary planning will make a huge difference in the roll-out of your social media campaign. So, where to begin?
Several months ago Jeff Guin tackled this very issue in his blog for Voices of the Past Heritage Media, specifically addressing the needs of heritage organizations. Jeff's post from March 31, 2010, Social Media Planning for Heritage Organizations: Differentiating Goals, Objectives & Tactics, is an excellent primer for those who are considering swimming in the social media pool. If your organization has yet to undertake the seemingly daunting task of developing a social media plan, or you have tried social media, but are frustrated by the difficult task of measuring your success, check out Jeff's article for a common sense approach to planning the application of 21st century media in your PR portfolio.