When approaching social platforms, many marketers are daunted by the plethora of options, its elusive nature that cannot be measured using traditional metrics, and harsh critique from opinionated consumers. However, there are ways to mitigate the confusion and streamline the social planning process. In fact, social planning for a brand can be as straightforward as planning for a party.
Jason Rockwood uses the party planning analogy to effectively plan a social strategy across four components of the social process including listening, understanding, participating and measuring. These components can be paralleled with the four sequential steps to planning a party: plan, prepare, party, and perfect. In posing basic questions like what theme should the party be?, Is it a cocktail party or a party with colleagues?, Do we have permission to use this venue?, How will people find out about the party?, and How will we know if people had a good time?, this presentation sheds light on the necessary considerations a marketer must confront in order to carry out a coherent and successful social media campaign that has well articulated motives, set parameters, a clear target audience, and valid metrics for success. “The Party is the Platform: What Party Planners Know about Social Media Strategy,” by Jason Rockwood succinctly and entertainingly lays a framework for all marketers to conceive of, plan, execute, and evaluate their future social media campaigns.