Increasing social proficiency to build influence

Developing the Social Influence Plan

The foundation of a successful social media marketing engagement strategy is dependent on recruiting the right subject matter experts (SMEs) and each individual’s commitment to participate in sustained on-line engagement for the long term to achieve the program objectives. When building relationships, online or off, each of us is inherently different and therefore our participation is unique. While there are various techniques that lend themselves effectively to building social influence, there isn’t a guide book or manual that works for everyone.

Committed SMEs tend to be early adopters that experiment to find what works for them. However, not every one is an early adopter, and even those who are would benefit from enablement support. This is why I’m currently piloting a “Social Eminence Program”, to help SMEs utilize their time more efficiently where it will drive desired outcomes.

Start by gathering input
Realizing that not every approach will work for every person, I’m starting by taking the time to get to know the SMEs through a thorough assessment of their digital footprint, eco-system of connections and researching how they currently communicate in social. By evaluating these activities and those of similar personalities within the same area of expertise, plus utilizing insights from social research, you can help SMEs set priorities.

Building on-line relationships takes time and effort

Build a social influence roadmap
With this baseline of understanding, you’re on your way to providing recommendations and tips on the best approaches to reach key influencers, engage more effectively and build stronger relationships. Provide SME’s social intelligence to help them focus their engagement where relevant conversations are happening, in venues of most important, and which key mavens they should connect and nurture relationships with.

Recommendations should be designed to help them prioritize and evolve current behaviors, approaches and tools that they’re using. Doing so will assist them in achieving the ultimate goal of building influence over time.

First published at: Increasing social proficiency to build influence – Building Social Brands | Building Social Brands.

About Susan Emerick

Susan Emerick is recognized by industry leaders as the foremost authority on building, implementing, and measuring successful advocacy programs for leading brands.

Susan is the co-author of The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media – A must read for anyone striving to build brand advocacy.

Prior Susan led global enterprise social business and digital marketing programs for IBM where she led the technology giant’s social media strategy including social media listening and planning, brand engagement guidelines, social media governance, policy and measurement standards.

She serves on the advisory board of Social Media Today and is an active member of the Word of Mouth Marketing Association where she serves on the Research and Measurement Council, and in 2013 she co-authored the WOMMA Influencer Guidebook. In 2011, Susan was named to the elite iMedia Top 25 Internet Marketing Leaders and Innovators.

Subscribe to OP|EN for BUSINESS!
Receive A Weekly Digest of the Most Popular Posts to Your Inbox!