After the initial social listening exercise, finding out what is being said about your company and your competitors in the online arena, deciding where you are in terms of your social media maturity will help to give more clarity and show you the answer to the ever occurring question ‘What Next?’.
One fundamental and novel approach to establish your company’s social media maturity comes through a 5-stages model from Forrester Research. It splits businesses into laggards (dormant stage), late majority (testing stage), early majority (coordinating stage), early adopters (scaling and optimizing) and innovators (empowering employees).
Forrester may have undertaken this study to answer questions of how businesses change by adopting social marketing tools however we found that this model could also be a good starting point for companies to reflect on and establish where they are at this moment in time and having established the maturity level the way towards a more unified, coordinated approach lays open.
Birgit Schöniger originates from Germany and is living in Britain since 2000 after a three-year sojourn in Ireland. As a specialist for technical PR and media relations for engineering, electronics and telecommunications companies Birgit expanded into Digital Marketing strategy, planning and management.
She is currently developing a personal streak as 'green bean' trying to discern whether it is more environmentally friendly or sustainable to use plastic cups or glasses for the water from the water cooler here at Pinnacle.