Getting Started Step 7: Just One Thing

This is not meant as an inspiration message. It is intended to serve as a kick in the pants. So many organizations naval gaze before moving forward... never really getting anything done because they cannot figure out how to think about it.

One of the keys to social media (and anything online, really) is actually establishing a presence. This builds community (and search engine) awareness. The earlier, the better. Remember, Do it. Screw up. Adjust.

This leads to the Shortest, simplest recommendation I have. If you want to start a campaign of some sort, pick just one platform to begin with. Try one of the ones I recommended in Step 1. Try a Facebook or LinkedIn profile, a YouTube channel, maybe a Twitter account or a blog.

This accomplishes three things:

1) Gives you a solid starting point for developing a presence, which can lead to a campaign.

2) Helps your organization work through the nuances of that medium.

3) The elements I describe in steps 2 through 6 will reveal themselves as you work through this campaign.

Begin by answering the following:

Who are we trying to reach? (Define your audience, just as you would with a traditional campaign.)

What material will we share on this platform (think in terms of messaging)?

What will be interesting enough about what we are doing that it will draw readers, viewers, followers... and, importantly, interaction? (Think about why people interact with you in the real world.)

How will we promote our participation in this platform. Don't be mistaken, people won't find you just because you're there. You have to promote. Some of this can be done via the platform you have chosen. Some can come via other platforms (does your web site mention your efforts?). Some can come from simple email campaigns, media relations (if your idea is unique), or even direct mail.

What do we want our audience to do?

How will we measure our success?

Now open that account and start customizing your profile. Keep working at it until you have something to show.

Feels like you have some direction now, doesn't it?

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Getting Started 1: Basics, Redux
Getting Started 2: Embrace the Conversation
Getting Started 3: Do it. Screw up. Adjust.
Getting Started 4: Get a Feel for Interconnection
Getting Started 5: Begin With What You've Got
Getting Started 6: Think Landing Pages
Getting Started 7: Just One Thing