This could be my Jerry Maguire moment. Putting my neck on the line and saying, I don’t agree with a lot of what goes on within the social media industry. There is a lack of clarity in what we do, even though we tell clients to be open and transparent. There is a lack of rigid and reliable understanding of effectiveness, with little use of the genuine meaning of effectiveness e.g. business, campaign, advertising ROI.
It also feels like the planning side of things is covert, meetings I have been in have talked about “complicated tools”, “dark arts” and some clients I am close to refer to it as “smoke and mirrors”. They also complain of agencies putting the same outreach blogs and partners sites on their plans every time.
In the aim of being open, I thought I would share something which I have called The Social Planning Framework v1.0. 1.0 because I want people to feedback on it, to make it collaborative. To be honest, a lot of people might not view it as completely groundbreaking, but groundbreaking isn’t always best. Some people may think it is basic, but for me it feels like the right framework to build a social plan from. Its based on a number of things which I have found interesting and relevant, others which I have simply found frustrating.
None of it is based on traditional social media theory and if you look at books like “Business Model Generation” you might find some very similar traits. It is effectively a business planning model but with a social twist. I think we need more of this sort of thing; planning frameworks and social tools which create a long-term credibility around the industry. Something which I believe we are in danger of losing if we don’t continue to prove ourselves, demonstrate our brilliant planning capabilities, and stop that “close our eyes and hope” mentality which a lot of clients talk about.
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Original Post: http://digigen.co.uk/2011/05/10/the-social-planning-framework-v-1-0/
