P.O.S.T. Approach to Social Networking
by Jodie Slaughter
Social networking and new media are all the rage, but they don’t replace other marketing strategies. They are simply a new channel and a new conduit. Those who are interested in these channels should keep the acronym P.O.S.T. in mind.
- People First
Social networks and new media, like the rest of marketing, require first defining your target. Who is this channel for? How old are they? How do they access information? Before going further, focus on the people.
- Opportunity
Don’t get caught up in the buzz. Many organizations are diving into social networks and new media without having quantified the opportunity and the benefits. Associations need to assess the real opportunity these channels present. There may be opportunities to connect people and attract more members, but these opportunities should be defined. Answer the question, “What are we trying to accomplish through these channels?
- Strategies
What are the specific strategies that the organization is going to use to launch and support these channels? Just creating a social network may not work; undertaking a new channel like this requires a clear strategy.
- Technology
In approaching social networks, many associations are starting with the technology. But focusing on the technology should only occur after defining the people, opportunity, and strategies.
Social networking and new media can be valuable channels, but they require a sound approach. In pursuing social networks there is no one-size-fits-all approach since every organization will answer the P.O.S.T. questions differently.