The Operations tier of the Social Media Marketing Framework includes two different “types” of Operational components, General Program Components and Execution Paths:
- General Program Components are the infrastructure items that you should have in place to support you social marketing initiatives. They include People in the right positions, Processes defined, Budgets allocated, Technology implemented and Governance understood.
- Execution Paths are the traditional project and program management tasks that need to be addressed. Essentially the Execution Paths are phases that you need to go through to rollout repeatable, successful Social Media Initiatives. Here you Strategize to identify your target audiences, objectives of your social media programs and determine the measures that you will use to gauge success, Plan who will do what by when and how, Create compelling content, Execute on your Initiatives, Measure the success of your Initiatives, and finally, Optimize what you are doing based on your Measures.