Social Media Project Management

Implementing new social media practices is very different than planning ongoing social media operations.  Unlike ongoing operations, initial adoption of social media practices should be treated as a change management initiative, beginning with internal adoption.  Support for internal adoption requires a cross-discipline approach that aligns organizational objectives with functional capacity in the affected departments (marketing, sales, customer service, etc.), supported by adequate IT infrastructure, and governed by appropriate compliance policies.

Successful adoption of a cohesive social media program depends on the initial project plan.  When assessing an adoption plan the following questions should be asked:

1. Will the project receive support and commitment from end users, managers and senior executives?
2. Are responsibilities clear for all stakeholders?
3. Is the reason for the project well understood throughout the organization?

Affirmative answers to these questions mitigate the risk of project failure if/when problems arise, and encourage systemic support for the project team.  The most successful implementations are phased projects, beginning with a core set of pilot users and rolled out successively to other members of the organization.  Evaluating the success of the adoption initiative can be measured by any combination of:

Effectiveness – to what degree are internal end users utilizing the functionality of the social media tools?

Efficiency – what is the change in productivity (for a given set of tasks) as a result of using the new tool set?

Uptake – how quickly are internal end users learning the new tools?

Reach – how many users with the rights/permissions to use the new tools have adopted them?

Ocho! Consulting brings project and change management experience to your implementation plan.  If you would like to discuss how we can help your company save money on a social media implementation project, please contact us.