I do love thinking about flow charts. Visualizing flow charts helps me to develop processes. My flow charts constantly iterate as I learn more. One challenge I’ve struggled with is that of creating a social media flow chart. There are a lot of aspects of social media flow that which make it difficult to create just one chart : the flow from strategy to implementation, the flow from listening to implementation and back, the process of creating a strategy, the relationship between platforms and the website, and the implementation process.
Inspired by the Delcor’s Flow Charts for Social Media blog post, and the blog-centric social media strategy work flow, I began to map out a basic social media flow chart. However, that’s now how it turned out. Instead, I created a conceptualization of the relationship between social media, customer experience, and the customer’s decision to purchase or take action in support of an organization.
My thinking on this topic is influenced by both my experience developing and implementing social media for nonprofits and businesses, and Tara Hunt’s wonderful book The Whuffle Factor (not an affiliate link). In The Whuffle Factor, Tara emphasizes throughout the book two key points: creating amazing online customer experiences with the brand and always thinking about how you want your customers to feel when they interact with the brand.
My thinking boils down to this:
Create social spaces that develop customer loyalty and have room for real engagement, add value to the brand (or program) experience, and lead to the intended results for the organization.
When developing a social media strategy, I keep in mind these three questions:
- How will the brand/program/organization deliver exceptional value and engagement to stakeholders through social media?
- How will social media encourage brand/program/organizational loyalty?
- Will the strategy support business/organizational goals to produce intended results? (increased volume or type of sales, clients, participants, more volunteers, etc.)
My flow chart is embedded below. I’m curious how you would approach the same idea, modify this chart, etc. If you have your own flow chart, I’d be more than pleased to feature it in a separate blog post.