Initiatives

Initiates are where the Social Media Marketing planning and theory meet reality. Initiatives = Social Media Marketing Execution. This is where the proverbial Rubber Meets The Road. To be effective, your Social Media Marketing  activities need to address two different types of Initiatives:

• Steady State Initiatives which include the on-going activities needed to be current and relevant in on-going conversations.  Steady State Initiatives include Monitoring and Contribution activities as well as the scheduled Measurement of existing initiatives.
• Campaigns which includes the specific, periodic initiatives that have start and end dates. Campaigns can be Social Media Marketing specific or integrated with other established marketing activities.

Examples

Steady State Initiatives:

• Blogging
• Blog commenting
• Twitter updates
• Facebook updates
• Comments on industry message boards
• Google SideWiki comments
• Series of articles, polls, etc. on a topic

Campaigns:

• Product launches
• Integrated lead generation campaigns
• Clutter buster / thought leadership programs
• Community building campaigns
• Event based campaigns