Best Practice

1. Starting a Client Project

The beginnings of a checklist for getting a social media campaign off the ground.

• Firstly, establish a realistic range of:
  • goals
  • tools
  • measurement
• Take an audit of the current situation (and repeat, during and at the end of the campaign)

• Take responsibility for educating the client

• Frame the process ahead
• Explain the potential problems and limitations (eg. what they cannot have without certain tools or analytics)
• Obtain internal information to include (demographics, analytics, etc.)
• Don't forget the power of tried-and-tested methodologies (sampling, surveys, etc.)
• Benchmark against competitors
• Consider using paid-for monitoring tools, for advanced measurement

And an additional, contentious consideration: doing what it takes to make the client happy, over how you think things should be done?!