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1. Social Media Assessment
Social Media Success Drivers Scores Recommendations
Senior Management Commitment
Senior Management is interested in leveraging Social Media 4 0
Senior Management understands that Social Media is a long term
priority 3 Prepare a presentation to explain why social media should be a long term priority
Create a RACI Matrix with Management skill set and get commitment based on individual areas of
Senior Management is prepared to contribute to social media content 3 expertise
Build a business case and provide examples of how feedback from customer views can benefit the
Senior Management is interested in feedback from customer views 2 organization
Senior Management is willing to provide the resources necessary 1 Obtain Budget and Approval of the Social Media Business Case
Social Media Knowledge
Use Demand Metric's "Top Social Media Sites Database" to review 70+ top Social Media sites
We understand which social media channels are available & the best fit 3 available
Use Demand Metric's "Social Media Usage Survey" to get a better understanding of how Social
We understand how employees & executives are using Social Media 2 Media is being used
Obtain, read and analyze benchmarking reports from reputable firms such as the AMA, Forrester,
We have read industry-based & benchmarking reports on Social Media 1 Gartner, etc.
We have attended conferences & networked to gain a better
understanding 4 0
We have joined Social Media peer groups to learn more about Social
Media 5 0
Use Demand Metric's "Top Social Media Sites Database" to identify helpful resources and
We subscribe to Mashable or other Social Media educational sites 1 subscribe to newsletters
Customer Engagement
Dedicated online groups already exist for our industry or product types 4 0
We have a company profile on Social Media networking 4 0

2. Our subscriber list is growing among the various forms of Social Media 4 0
We regularly contribute to online discussions (forums, blogs, etc.) 5 0
We know if our audiences tone is positive, neutral, or negative online 4 0
Our audience comments on our postings frequently 3 Review number of comments over the past 6 months and create a benchmark
Competitive Insight
We audited our competitors and have an idea of what they are doing Look at your competitors efforts and track them by using our "Social Media Competitive Tracking
online 1 Tool"
We regularly track our competitors 1 Use Demand Metric's "Social Media Competitive Tracking Tool" to formalize the tracking process
We monitor competitive social media changes and updates daily 2 Set up TweetDeck and Google Alerts to monitor changes and updates daily
We provide competitive positioning information to product management 2 Listen to competitors online and provide feedback to product management
We have joined our competitors online groups 1 Join your competitors groups to gain insight into their online conversations
Staff & Resources
We have defined roles & responsibilities for those involved in Social
Media 3 Use Demand Metric's "Social Media Manager Job Description" to define roles & responsibilities
We have a dedicated point person to manage our Social Media
program 4 0
We consulted with Social Media experts to ensure our programs
success 1 Use Demand Metric's "Social Media RFP Template" for ideas if you need to hire a consultant
Look for someone internally or find someone with an established reputation and develop a
We have an industry thought leader for blog postings 2 relationship
We consulted with our IT department to get their input on technology 4 0
Document your training program and be sure all employees have adequate training before
We have developed & provided a training program to employees 3 morning forward
Plan & Channel Selection

3. We created & presented a Social Media channel map 5 0
We have a strategy with clear objectives, targets, initiatives and
measures 4 0
We analyzed & prioritized our Social Media channel options 4 0
We have evaluated & selected technology solutions 5 0
We developed a project plan with timelines, deliverables and
milestones 3 Use Demand Metric's "Social Media Business Case Template" to formalize your Social Media Plan
Use different forms of communication (meetings, email, newsletter, etc.) to ensure uptake and
We have communicated our Social Media plan to our employees 1 participation
Process Documentation
We incorporated & integrated Social Media into our normal marketing Social Media is not a "stand alone." Be sure it's well integrated with other marketing campaigns &
mix 1 initiatives
We developed a calendar for selecting topics and organizing Social
Media 3 Use Demand Metric's "Social Media Posting Schedule" to formalize topics and posting dates
We defined the frequency for updating our Social Media channels 2 Get agreement and commitment from participants
We have a regularly scheduled meeting to discuss our program 1 Schedule a monthly meeting with stakeholders to discuss metrics, participation and results
Governance & Measurement
Use Demand Metric's "Social Media Policy and Guidelines" as a starting point for creating your
We have a policy to govern the use of Social Media 2 own policy
We use a dashboard to report on our top Social Media metrics 4 0
We communicate the results of our Social Media program to
Management 5 0
We have a well documented & available Terms of Use & Privacy Policy 1 Be sure your "Privacy Policy" and "Terms of Use" are up-to-date & widely available

4. Social Media Assessment
Customize this tool by changing the weighting scale for each assessment category.
Weighting Scale
Senior
Social Media Customer Competitive Staff & Plan & Channel Process Governance &
Management
Knowledge Engagement Insight Resources Selection Documentation Measurement
Total
Commitment
15% 20% 15% 10% 10% 15% 5% 10% 100%

5. Social Media Assessment
Rank your organization's compliance with each best practice using the drop-down box in the Score column.
Senior Management Commitment
Description of Best Practices Score Notes/Comments
Senior Management is interested in leveraging Social Media as a new marketing channel 4
Senior Management understands that Social Media is a long term priority 3
Senior Management is prepared to contribute to social media content development (blog postings, press interviews, etc.) 3
Senior Management is interested in taking the feedback from customer views and other data to make changes in the organization 2
Senior Management is willing to provide the resources necessary in order to get the social media program off the ground (budget, staff
etc.) 1
Social Media Knowledge
Description of Best Practices Score Notes/Comments
We understand which social media channels are available and which are the best fit for our organization 3
We have a solid understanding of how our employees and executives are currently using Social Media 2
We have read industry-based reports and benchmarking studies on Social Media 1

6. We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing Social
Media 4
We have joined Social Media peer groups to learn more about how we can leverage Social Media 5
We subscribe to Mashable or other Social Media educational sites 1
Customer Engagement
Description of Best Practices Score Notes/Comments
Dedicated online community groups (Facebook, Linked In, MySpace, etc.) already exist for our industry or product types 4
We have a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. 4
Our subscriber list is growing among the various forms of Social Media currently being used (Twitter, Online Newsletter, etc.) and we
know how large our reach is online 4
We regularly contribute to online discussions (forums, blogs, etc.) 5
We know if our audiences tone is positive, neutral, or negative on 3rd party sites 4
Our audience (customers, prospects, etc) regularly make comments on our postings 3
Competitive Insight
Description of Best Practices Score Notes/Comments

7. We have audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social
Media 1
We regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) 1
We monitor competitive social media changes and updates daily 2
We provide competitive positioning information to our product management group 2
We have joined our competitors online community and networking groups 1
Staff & Resources
Description of Best Practices Score Notes/Comments
We have defined roles and responsibilities for people in our organization who are involved with Social Media 3
We have a dedicated internal point person to manage our Social Media program 4
We have consulted with Social Media experts to ensure our programs success 1
We have an industry thought leader who contributes to our blog postings 2
We have consulted with our IT department to get their input on technology selections 4

8. We have developed and provided a training program to employees and contractors 3
Plan & Channel Selection
Description of Best Practices Score Notes/Comments
We have created and presented a social media channel map which highlights how we will use Social Media 5
We have a defined strategy with clear objectives, targets, initiatives and measures 4
We have analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first 4
We have evaluated and selected technology solutions for implementing our Social Media program 5
We have developed a project plan with timelines, deliverables and milestones 3
We have communicated our Social Media plan to our employees 1
Process Documentation
Description of Best Practices Score Notes/Comments
We have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customer
service, etc.) 1
We have developed a calendar for selecting topics and organizing Social Media communications 3

9. We have defined the frequency for updating our Social Media channels (blog, twitter, Facebook, etc.) 2
We have a regularly scheduled meeting to discuss our Social Media program (topics, results, competitive insights, new opportunities,
etc.) 1
Governance & Measurement
Description of Best Practices Score Notes/Comments
We have a policy to govern the use of Social Media with our employees, contractors, prospects and customers 2
We use a dashboard to report on our top Social Media metrics 4
We communicate the results of our Social Media program to Senior Management on a regular basis 5
We have documented the Terms of Use and Privacy Policy for the Social Media applications that we provide 1

10. Social Media Assessment
Assessment Criteria Current State Social Media Capabilities Chart
Senior Management Commitment 2.6
Senior Management
Commitment
5.0
Social Media Knowledge 2.7
Governance & 4.0
2.6 Social Media Knowledge
Measurement
Customer Engagement 4.0 3.0
3.0
2.7
2.0
Competitive Insight 1.4
1.0
Staff & Resources 2.8 Process Documentation 1.8 0.0 4.0Customer Engagement
Plan & Channel Selection 3.7 1.4
Process Documentation 1.8 3.7
Plan & Channel Selection 2.8 Competitive Insight
Governance & Measurement 3.0
Staff & Resources
Weighted Score (out of 100) 59
5 27.25