Social Media Assessment

1. Social Media Assessment Social Media AssessmentSocial Media Success Drivers Scores RecommendationsSenior Management CommitmentSenior Management is interested in leveraging Social Media 4 0Senior Management understands that Social Media is a long termpriority 3 Prepare a presentation to explain why social media should be a long term priority Create a RACI Matrix with Management skill set and get commitment based on individual areas ofSenior Management is prepared to contribute to social media content 3 expertise Build a business case and provide examples of how feedback from customer views can benefit theSenior Management is interested in feedback from customer views 2 organizationSenior Management is willing to provide the resources necessary 1 Obtain Budget and Approval of the Social Media Business CaseSocial Media Knowledge Use Demand Metrics "Top Social Media Sites Database" to review 70+ top Social Media sitesWe understand which social media channels are available & the best fit 3 available Use Demand Metrics "Social Media Usage Survey" to get a better understanding of how SocialWe understand how employees & executives are using Social Media 2 Media is being used Obtain, read and analyze benchmarking reports from reputable firms such as the AMA, Forrester,We have read industry-based & benchmarking reports on Social Media 1 Gartner, etc.We have attended conferences & networked to gain a betterunderstanding 4 0We have joined Social Media peer groups to learn more about SocialMedia 5 0 Use Demand Metrics "Top Social Media Sites Database" to identify helpful resources andWe subscribe to Mashable or other Social Media educational sites 1 subscribe to newslettersCustomer EngagementDedicated online groups already exist for our industry or product types 4 0We have a company profile on Social Media networking 4 0

2. Our subscriber list is growing among the various forms of Social Media 4 0We regularly contribute to online discussions (forums, blogs, etc.) 5 0We know if our audiences tone is positive, neutral, or negative online 4 0Our audience comments on our postings frequently 3 Review number of comments over the past 6 months and create a benchmarkCompetitive InsightWe audited our competitors and have an idea of what they are doing Look at your competitors efforts and track them by using our "Social Media Competitive Trackingonline 1 Tool"We regularly track our competitors 1 Use Demand Metrics "Social Media Competitive Tracking Tool" to formalize the tracking processWe monitor competitive social media changes and updates daily 2 Set up TweetDeck and Google Alerts to monitor changes and updates dailyWe provide competitive positioning information to product management 2 Listen to competitors online and provide feedback to product managementWe have joined our competitors online groups 1 Join your competitors groups to gain insight into their online conversationsStaff & ResourcesWe have defined roles & responsibilities for those involved in SocialMedia 3 Use Demand Metrics "Social Media Manager Job Description" to define roles & responsibilitiesWe have a dedicated point person to manage our Social Mediaprogram 4 0We consulted with Social Media experts to ensure our programssuccess 1 Use Demand Metrics "Social Media RFP Template" for ideas if you need to hire a consultant Look for someone internally or find someone with an established reputation and develop aWe have an industry thought leader for blog postings 2 relationshipWe consulted with our IT department to get their input on technology 4 0 Document your training program and be sure all employees have adequate training beforeWe have developed & provided a training program to employees 3 morning forwardPlan & Channel Selection Our subscriber list is growing among the various forms of Social Media 4 0We regularly contribute to online discussions (forums, blogs, etc.) 5 0We know if our audiences tone is positive, neutral, or negative online 4 0Our audience comments on our postings frequently 3 Review number of comments over the past 6 months and create a benchmarkCompetitive InsightWe audited our competitors and have an idea of what they are doing Look at your competitors efforts and track them by using our "Social Media Competitive Trackingonline 1 Tool"We regularly track our competitors 1 Use Demand Metrics "Social Media Competitive Tracking Tool" to formalize the tracking processWe monitor competitive social media changes and updates daily 2 Set up TweetDeck and Google Alerts to monitor changes and updates dailyWe provide competitive positioning information to product management 2 Listen to competitors online and provide feedback to product managementWe have joined our competitors online groups 1 Join your competitors groups to gain insight into their online conversationsStaff & ResourcesWe have defined roles & responsibilities for those involved in SocialMedia 3 Use Demand Metrics "Social Media Manager Job Description" to define roles & responsibilitiesWe have a dedicated point person to manage our Social Mediaprogram 4 0We consulted with Social Media experts to ensure our programssuccess 1 Use Demand Metrics "Social Media RFP Template" for ideas if you need to hire a consultant Look for someone internally or find someone with an established reputation and develop aWe have an industry thought leader for blog postings 2 relationshipWe consulted with our IT department to get their input on technology 4 0 Document your training program and be sure all employees have adequate training beforeWe have developed & provided a training program to employees 3 morning forwardPlan & Channel Selection

3. We created & presented a Social Media channel map 5 0We have a strategy with clear objectives, targets, initiatives andmeasures 4 0We analyzed & prioritized our Social Media channel options 4 0We have evaluated & selected technology solutions 5 0We developed a project plan with timelines, deliverables andmilestones 3 Use Demand Metrics "Social Media Business Case Template" to formalize your Social Media Plan Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake andWe have communicated our Social Media plan to our employees 1 participationProcess DocumentationWe incorporated & integrated Social Media into our normal marketing Social Media is not a "stand alone." Be sure its well integrated with other marketing campaigns &mix 1 initiativesWe developed a calendar for selecting topics and organizing SocialMedia 3 Use Demand Metrics "Social Media Posting Schedule" to formalize topics and posting datesWe defined the frequency for updating our Social Media channels 2 Get agreement and commitment from participantsWe have a regularly scheduled meeting to discuss our program 1 Schedule a monthly meeting with stakeholders to discuss metrics, participation and resultsGovernance & Measurement Use Demand Metrics "Social Media Policy and Guidelines" as a starting point for creating yourWe have a policy to govern the use of Social Media 2 own policyWe use a dashboard to report on our top Social Media metrics 4 0We communicate the results of our Social Media program toManagement 5 0We have a well documented & available Terms of Use & Privacy Policy 1 Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available We created & presented a Social Media channel map 5 0We have a strategy with clear objectives, targets, initiatives andmeasures 4 0We analyzed & prioritized our Social Media channel options 4 0We have evaluated & selected technology solutions 5 0We developed a project plan with timelines, deliverables andmilestones 3 Use Demand Metrics "Social Media Business Case Template" to formalize your Social Media Plan Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake andWe have communicated our Social Media plan to our employees 1 participationProcess DocumentationWe incorporated & integrated Social Media into our normal marketing Social Media is not a "stand alone." Be sure its well integrated with other marketing campaigns &mix 1 initiativesWe developed a calendar for selecting topics and organizing SocialMedia 3 Use Demand Metrics "Social Media Posting Schedule" to formalize topics and posting datesWe defined the frequency for updating our Social Media channels 2 Get agreement and commitment from participantsWe have a regularly scheduled meeting to discuss our program 1 Schedule a monthly meeting with stakeholders to discuss metrics, participation and resultsGovernance & Measurement Use Demand Metrics "Social Media Policy and Guidelines" as a starting point for creating yourWe have a policy to govern the use of Social Media 2 own policyWe use a dashboard to report on our top Social Media metrics 4 0We communicate the results of our Social Media program toManagement 5 0We have a well documented & available Terms of Use & Privacy Policy 1 Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available

4. Social Media AssessmentCustomize this tool by changing the weighting scale for each assessment category. Weighting Scale Senior Social Media Customer Competitive Staff & Plan & Channel Process Governance & Management Knowledge Engagement Insight Resources Selection Documentation Measurement Total Commitment 15% 20% 15% 10% 10% 15% 5% 10% 100% Social Media AssessmentCustomize this tool by changing the weighting scale for each assessment category. Weighting Scale Senior Social Media Customer Competitive Staff & Plan & Channel Process Governance & Management Knowledge Engagement Insight Resources Selection Documentation Measurement Total Commitment 15% 20% 15% 10% 10% 15% 5% 10% 100%

5. Social Media AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Senior Management Commitment Description of Best Practices Score Notes/Comments Senior Management is interested in leveraging Social Media as a new marketing channel 4 Senior Management understands that Social Media is a long term priority 3 Senior Management is prepared to contribute to social media content development (blog postings, press interviews, etc.) 3 Senior Management is interested in taking the feedback from customer views and other data to make changes in the organization 2 Senior Management is willing to provide the resources necessary in order to get the social media program off the ground (budget, staff etc.) 1 Social Media Knowledge Description of Best Practices Score Notes/Comments We understand which social media channels are available and which are the best fit for our organization 3 We have a solid understanding of how our employees and executives are currently using Social Media 2 We have read industry-based reports and benchmarking studies on Social Media 1 Social Media AssessmentRank your organizations compliance with each best practice using the drop-down box in the Score column. Senior Management Commitment Description of Best Practices Score Notes/Comments Senior Management is interested in leveraging Social Media as a new marketing channel 4 Senior Management understands that Social Media is a long term priority 3 Senior Management is prepared to contribute to social media content development (blog postings, press interviews, etc.) 3 Senior Management is interested in taking the feedback from customer views and other data to make changes in the organization 2 Senior Management is willing to provide the resources necessary in order to get the social media program off the ground (budget, staff etc.) 1 Social Media Knowledge Description of Best Practices Score Notes/Comments We understand which social media channels are available and which are the best fit for our organization 3 We have a solid understanding of how our employees and executives are currently using Social Media 2 We have read industry-based reports and benchmarking studies on Social Media 1

6. We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing SocialMedia 4We have joined Social Media peer groups to learn more about how we can leverage Social Media 5We subscribe to Mashable or other Social Media educational sites 1Customer EngagementDescription of Best Practices Score Notes/CommentsDedicated online community groups (Facebook, Linked In, MySpace, etc.) already exist for our industry or product types 4We have a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. 4Our subscriber list is growing among the various forms of Social Media currently being used (Twitter, Online Newsletter, etc.) and weknow how large our reach is online 4We regularly contribute to online discussions (forums, blogs, etc.) 5We know if our audiences tone is positive, neutral, or negative on 3rd party sites 4Our audience (customers, prospects, etc) regularly make comments on our postings 3Competitive InsightDescription of Best Practices Score Notes/Comments We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing SocialMedia 4We have joined Social Media peer groups to learn more about how we can leverage Social Media 5We subscribe to Mashable or other Social Media educational sites 1Customer EngagementDescription of Best Practices Score Notes/CommentsDedicated online community groups (Facebook, Linked In, MySpace, etc.) already exist for our industry or product types 4We have a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. 4Our subscriber list is growing among the various forms of Social Media currently being used (Twitter, Online Newsletter, etc.) and weknow how large our reach is online 4We regularly contribute to online discussions (forums, blogs, etc.) 5We know if our audiences tone is positive, neutral, or negative on 3rd party sites 4Our audience (customers, prospects, etc) regularly make comments on our postings 3Competitive InsightDescription of Best Practices Score Notes/Comments

7. We have audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with SocialMedia 1We regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) 1We monitor competitive social media changes and updates daily 2We provide competitive positioning information to our product management group 2We have joined our competitors online community and networking groups 1Staff & ResourcesDescription of Best Practices Score Notes/CommentsWe have defined roles and responsibilities for people in our organization who are involved with Social Media 3We have a dedicated internal point person to manage our Social Media program 4We have consulted with Social Media experts to ensure our programs success 1We have an industry thought leader who contributes to our blog postings 2We have consulted with our IT department to get their input on technology selections 4 We have audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with SocialMedia 1We regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) 1We monitor competitive social media changes and updates daily 2We provide competitive positioning information to our product management group 2We have joined our competitors online community and networking groups 1Staff & ResourcesDescription of Best Practices Score Notes/CommentsWe have defined roles and responsibilities for people in our organization who are involved with Social Media 3We have a dedicated internal point person to manage our Social Media program 4We have consulted with Social Media experts to ensure our programs success 1We have an industry thought leader who contributes to our blog postings 2We have consulted with our IT department to get their input on technology selections 4

8. We have developed and provided a training program to employees and contractors 3Plan & Channel SelectionDescription of Best Practices Score Notes/CommentsWe have created and presented a social media channel map which highlights how we will use Social Media 5We have a defined strategy with clear objectives, targets, initiatives and measures 4We have analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first 4We have evaluated and selected technology solutions for implementing our Social Media program 5We have developed a project plan with timelines, deliverables and milestones 3We have communicated our Social Media plan to our employees 1Process DocumentationDescription of Best Practices Score Notes/CommentsWe have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customerservice, etc.) 1We have developed a calendar for selecting topics and organizing Social Media communications 3 We have developed and provided a training program to employees and contractors 3Plan & Channel SelectionDescription of Best Practices Score Notes/CommentsWe have created and presented a social media channel map which highlights how we will use Social Media 5We have a defined strategy with clear objectives, targets, initiatives and measures 4We have analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first 4We have evaluated and selected technology solutions for implementing our Social Media program 5We have developed a project plan with timelines, deliverables and milestones 3We have communicated our Social Media plan to our employees 1Process DocumentationDescription of Best Practices Score Notes/CommentsWe have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customerservice, etc.) 1We have developed a calendar for selecting topics and organizing Social Media communications 3

9. We have defined the frequency for updating our Social Media channels (blog, twitter, Facebook, etc.) 2We have a regularly scheduled meeting to discuss our Social Media program (topics, results, competitive insights, new opportunities,etc.) 1Governance & MeasurementDescription of Best Practices Score Notes/CommentsWe have a policy to govern the use of Social Media with our employees, contractors, prospects and customers 2We use a dashboard to report on our top Social Media metrics 4We communicate the results of our Social Media program to Senior Management on a regular basis 5We have documented the Terms of Use and Privacy Policy for the Social Media applications that we provide 1 We have defined the frequency for updating our Social Media channels (blog, twitter, Facebook, etc.) 2We have a regularly scheduled meeting to discuss our Social Media program (topics, results, competitive insights, new opportunities,etc.) 1Governance & MeasurementDescription of Best Practices Score Notes/CommentsWe have a policy to govern the use of Social Media with our employees, contractors, prospects and customers 2We use a dashboard to report on our top Social Media metrics 4We communicate the results of our Social Media program to Senior Management on a regular basis 5We have documented the Terms of Use and Privacy Policy for the Social Media applications that we provide 1

10. . Social Media AssessmentAssessment Criteria Current State Social Media Capabilities ChartSenior Management Commitment 2.6 Senior Management Commitment 5.0Social Media Knowledge 2.7 Governance & 4.0 2.6 Social Media Knowledge MeasurementCustomer Engagement 4.0 3.0 3.0 2.7 2.0Competitive Insight 1.4 1.0Staff & Resources 2.8 Process Documentation 1.8 0.0 4.0Customer EngagementPlan & Channel Selection 3.7 1.4Process Documentation 1.8 3.7 Plan & Channel Selection 2.8 Competitive InsightGovernance & Measurement 3.0 Staff & ResourcesWeighted Score (out of 100) 59 5 27.25