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Social Media Readiness: SWOT analysis per conoscersi meglio

Sempre più aziende affrontano il mercato integrando alle loro strategie i scial media, tuttavia anche se oggi abbiamo a disposizione diversi strumenti e possibilità di conversazione, questo non significa che la nostra azienda sia pronda da subito ad intergrare efficentemente un approccio di questo tipo.

Pensare che questo sia possibile significherebbe concentrarsi sulle tecnologie e non su processi e la cultura interna ed esterna all’azienda. Uno degli approcci che si possono seguire è quello di creare una vera e propria SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) adattata alla propria realtà e ai propri obiettivi. Un analisi come questa è un primo passo per essere consapevoli dei propri punti di forza e debolezza, al fine di integrarli in un piano di comunicazione, marketing o CRM nei social media.

Conosere la Social Media Readiness, ovvero a quale livello un organizzazione è pronta ad investirsi nei media sociali, permette di riutilizzare tali considerazioni nel momento in cui sviluppiamo un piano strategico, decidiamo delle linee guida interne, o decidiamo di ingaggiare una determinata community. La nostra azienda è pronta oggi o per quando i social media saranno mainstream?

Ad esempio per ogni punto possiamo chiederci:

Strengths and weaknesses: fattori,attributi e condizioni interne. Come siamo percepiti nel nostro settore specifico e come attualmente collaborano i nostri dipendenti ad esempio?

  • What does your company do well and does not do well?
  • Are there people at your company who already use social media in their personal lives
  • Are people at your company using social media tools and applications to do their jobs? If so, did management introduce these tools or was their adoption and use more casual and organic?
  • In what ways do you currently communicate with your employees?
  • Does your company encourage and facilitate collaboration among employees? If so, how?
  • Does the company feel comfortable with empowering company employees to interact with customers using Social Media?
  • Do you have a happy satisfied work force that your company feels comfortable allowing employee interaction using Social Media tools?
  • What role does continuing education and training play inside your company? What methods do you use for training?
  • Would you characterize your company as a fun place to work?
  • Would you characterize your company as a creative company?
  • Do you believe that expertise is understood and recognized within your company?

Opportunities and threats: riguardano invece tutti i fattori esterni dei quali possiamo venire a conoscenza solo analizando la nostra situazione e “ascoltando” il web.

  • What do your customers value most about your company? How do you know this? Do you have a way of measuring it?
  • What do your customers value the least about your company? How do you know this? Do you have a way of measuring it?
  • Do you have customers who already use social media applications in their personal lives?
  • Do you have customers who use social media tools and applications to do their jobs?
  • In what ways do you currently communicate with your customers? How effective is this communication? Do you have a way of measuring it?
  • What lifestyle trends or factors are affecting your customers?
  • Do you seek feedback from your customers? If so, how?
  • Do you collaborate with your customers? If so, how?
  • What factors influence your customers’ decisions to do business with you?
  • Do your customers rely on your company to educate them about things? What kind of things? How are you currently doing this?
  • How important do you believe it is to educate your customers?
  • Do you have a happy satisfied work force that your company feels comfortable allowing customer interaction using Social Media tools?
  • What do your competitors do better than you do?
  • Have you identified and evaluated the efforts if any of your competitor’s Social Media presence?
  • Do your customers rely upon your expertise as part of their business relationship with you?
  • Does any part of your business relationship with your customer depend upon your ability to help them have a good time or enjoy their experience with your product or service?

Si tratta di una veloce analisi della situazione, un primo step prima di un vero e prioprio Social Media Audit, in grado di conoscere dove migliorare e come posizionarsi rispetto alla concorrenza.

articolo originale in inglese di Patrick Attallah MD 90:10 Group France & Italy

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