Considering the Consumer Objectives of Social Media

In talking with a client on customer objectives of social media, I realized the need for a light, flexible framework to guide that conversation. I also knew a similar framework could help guide more specific strategy development conversations, like my earlier "What is Social Media. . ." material. But. . . the social media environment is always changing and business objectives are diverse and must change to adapt. So, I developed an initial framework that can:

1. Guide conversations on social media objectives / strategy
2. Remain flexible across multiple clients
3. and Stand the test of time/change inherent to social media

Here are the framework objective categories and related activities – from a customer perspective:

• Connect:
  • Reach family, friends, customers or retailers
  • Network across affiliations
  • Share connections across groups and networks
• Learn:
  • Become informed on issues, products and services, or people along side network dialog
  • Stay informed asynchronously during one's own schedule
• Consume:
  • Sample products, services, or trial info with network guidance
  • Purchase items of interest
  • Access subscription items along side network comments
• Converse:
  • Engage in asynchronous conversations with network
  • Collaborate on products and services, issues, and activities
  • Expand the reach of conversation

With this, and a sexy PPT layout (only a true consultant can find slides sexy ;-) ) one quickly can initiate valuable conversations on strategy development. This is how I laid out Connect for conversations with a local service company (with other 3 objective categories following):

With a legend for the site symbols and site profiles in the appendix, you also have a great lead in to 'Next Step' conversations.

Looking through others' thoughts on 'social media objectives,' this framework is (1) high level and (2) from the consumer perspective. Everything else I found is from the client perspective – the Implications column and next step in conversation. Here are some good sources:

• Douglas Walker at webwalker presents a longer list of 10
• Beth Kanter's six listed objectives
• Forrester's five social computing objectives may be seen as even broader: Listening, Talking, Energizing, Supporting, and Embracing (post reference).

When I look at concepts that come from Groundswell (Listening, Talking, Energizing, Supporting, Embracing) based on Michael Brito's post, I wonder if there is a consumer side to Energize within the broader context of primary influencers in a network. I'll have to think more on that.

I like how Dosh Dosh lays out some general social media marketing goals and feel confident that the above objectives framework is a good starting point before even getting to a goals conversation (thnx Dosh Dosh!).

Tell me if you think this light framework is worth the start! Cheers

Comments

[easiegmann]

I believe something more needs to be communicated in this framework . . . something deep or personal. I think this is part of the 'energize' question I posed myself.

A friend also made this comment: "I thought about the social networking sites like message boards where some members it seems come to comfort, give advice or offer help to other members . . . I'm a member of several women social media/networking sites and their message boards and I think some women come there not only to consume and connect but also to offer help or advice and guidance to other women"

When I look at the framework, this piece was a consideration for my Converse box. So, I will be making the following changes:
(1) Updating the objective 'Converse' to 'Engage'
(2) Representing eore explicit connecting activities in verbage:
- Join asynchronous conversations with the network
- Collaborate on products and services, issues, and activities
- Embrace the community through advise and comfort

[easiegmann]

I wanted to add a big Thank You to a good friend of mine that helped me with this, AFT! She has not decided on her own path yet, and I can't wait to see where that will lead - and how I'll be able to help her in return! Cheers