The Forrester Post method is one of the best ways to develop a social media strategy. The 4 elements developed by Forrester Research are conveniently presented as a memorable acronym POST:
- People. Who is your target group? What kind of clients and prospects do you have? How do they behave online? Knowing the people who you want to communicate with and where they are is where, is where you should be.
- Objectives. What are your goals? Do you want to increase leads, track conversion, generate awareness, gain insight or foster engagement? Do you want to talk, collaborate, immobilize or evangelize? Deciding on your objective before selecting a technology will help you in the long run.
- Strategy. How are you going to reach your objectives? Make a plan and envision where you would like to end up. Use this to plan backwards. Which direction(s) would you like to take? How are you going to improve your relationship with your customers? What do you want to get out of these relationships? What will be different when you are done?
- Technologies. What technologies and applications should you use to accomplish the first 3 steps (P-O-S)? What is a reasonable yet accurate timeline? Whether this means an online community, a blog, a few blogs, or some dashboards, this should be your last step.
This may sound complicated, but it’s not. The Forrester Post method can help you create an effective and well-thought out social media strategy.