How do you make social media systematic? One way is by utilizing a comprehensive framework as part of your planning and execution.  At Room 214, we are often asked about our methodology for social media, so the following post is dedicated to just that.

First, I would like to state that we are big fans of Forrester’s POST (People, Objectives, Strategy, Technology) approach to social strategy. The components represent a linear model that I’d argue holds true for any online marketing efforts. You can dig deeper into this by reading Groundswell by Charlene Li and Josh Bernoff.

The Figure below illustrates Forrester’s POST approach.

How the POST approach is actually integrated from a social media planning and execution perspective is where our own PPLE (Plan, Pilot, Launch, Extend – pronounced “people”) framework becomes relevant (see figure below).

The practices behind PPLE are outlined as follows:

Plan: Addresses six core program elements (Workflow, Marketing Strategy, Content, People, Technology and Data) in the context of research and Forrester’s POST methodology. This typically includes technology evaluations, social media monitoring, creative ideation, and development of strategies and tactics.

Pilot: Leverages a limited number of platforms with which to engage the market. Reduces risk, uncovers problems and provides data and feedback – flying “under the radar” to validate efforts prior to launch. This typically includes technology integration and development.

Launch: Uses additional marketing tactics to extend awareness and participation within chosen social networks. Re-aligns with business objectives and earns multidisciplinary team and public support.

Extend: Extends efficiencies and insights to other social networking models, technologies, and customer-specific initiatives.

The PPLE framework offers a proven structure to follow while providing a unique and holistic client preview for social media campaign development and strategy. It is complimentary to Forrester’s approach, and helps to facilitate the communications and execution of work, ultimately enabling the value of our company.

Have you seen similar frameworks or methodologies? What does your experience tell you about this kind of asset?

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