Building a comprehensive social media strategy

Last week I attended a wonderfully informative meeting of the Web Managers Roundtable organized by Julie Perlmutter and hosted by the World Bank. The two presenters were:

  • Pierre Guillaume Wielezynski, Communications Officer at the External Affairs office of the World Bank
  • John H. Bell, Managing Director and Executive Creative Director at the 360° Digital Influence division of Ogilvy Public Relations Worldwide

Here are several of the ideas on developing a social media strategy, adopted from the Ogilvy presentation by John Bell (who also blogs about the World Bank’s take on social media):

Ideas for using online visibility and search

  • Search Visibility – Increase the probability that people who research your company or related issues find what you want them to find, including helping your target audience to make the connection between risk factors/symptoms and your company’s public health campaign.
  • Multimedia Visibility – Use existing visual or audio assets to promote word of mouth, mobilize allies and improve search engine results
  • Content Syndication – Distribute your content via trusted web sites to improve search engine results

Ideas on information sharing

  • Internal Blog – Share information between offices for to allow for a quick response when a crisis arises. Share information and materials among and between stakeholders.
  • Wiki – Engage a coalition or a community to work toward a common goal.

Ideas for building an Engagement Toolbox

  • How to monitor cgm
  • How to create an influencer audit
  • How to do an online visibility audit
  • How to create an engagement plan
  • How to create commenting guidelines
  • How to create corporate blogging guidelines
  • How to reach out to bloggers
  • How to manage a crisis
  • How to launch a blog
  • How to use
  • How to publish & publicize multimedia

Update on Jane McConnell’s global intranet study

I am finally getting around to post on my blog after a busy period of time. I had mentioned earlier that my team is in the process of intranet overhaul. I was in contact with Jane McConnell about her worldwide intranet study. She is in the process of preparing the 2007 questionnaire now and it will posted be on line for three months from the beginning of June to the end of August in order to be available for people in different countries before and after holidays. The results will be published the first week of October, exactly one year after the 2006 results were released.

In 2006 Jane had 101 organisations participate from around the world; she is hoping to reach at least 150 if not 200 in 2007. In the meantime, if you have not downloaded the 2006 Summary report, you can do so at this link.

If you have any comments or suggestions for additional topics you would like to see covered, let Jane know.