Making Web 2.0 work for your organisation

Making Web 2.0 work for your organisation

Developing a social networking marketing strategy

Based on your understanding of your library or
information agency’s, and your exposure to concepts and stargeies presented in
this section of Module 4, outline (in 400 words) how you can apply these ideas
to develop a draft marketing strategy for your organisation.

By looking at trends in social media, we are able to see how we are able to use these technologies to the organisation’s advantage – and, more importantly, decide whether we need to use social media at all. Data such as seen in Bernoff’s 2010 blog post, Social Technographics: Conversationalists get onto the ladder should be a powerful motivation for any organisation to form a social networking strategy.

Bernoff’s 2012 update, The Global Social Takeover, shows that this trend is only growing with time. The amount of people creating social networking profiles (Called “Joiners”) is rapidly growing. At the same time, 73% of social networking site users now pay attention to content created by others (“Spectators”). This data can be used to demonstrate to management the importance of having a social networking strategy.

The change noted in 2010 – The addition of the “Conversationalist” category of social networking site users – shows the fluid nature of social technologies. When drafting a social media strategy, the organisation needs to ensure that it is made flexible enough to adapt to these changes.

Listen. Engage. Be Real. Be Respectful. Have Fun.

This Slideshare created by Marta Kagan (2010) shows the importance and prevalence of social media in a way that engages the viewer. The above quote struck me as very important when drafting a social media marketing strategy: Social media is not like traditional media, and has it’s own rules of conduct and etiquette. A Social Media Working Party will not be able to use policies previously produced for other modes of communication. Before launching any successful social media strategy, the organisation must discover the ways in which it is being used.

Once a social media strategy has been formed and put into action, it can not be considered finished. Unlike other projects, it does not have a determined end. As seen in the Feedback Loop posted on the INF206 learning module, the process is cyclical.

I found a similar infographic by Robin Effing (2013), which also demonstrates the way our engagement with users on social media informs our future use:


Source:, 2013

The organization’s social media strategy, if successful, will allow the organisation to engage with it’s users. This engagement, however, should not be seen as an end in itself. By collecting the information received from interacting with users, the organisation can adjust their services and their social media strategy based on the user’s identified needs.