The Social Planning Framework v.1.0

The Social Planning Framework v.1.0

This could be my Jerry Maguire moment. Putting my neck on the line and saying, I don’t agree with alot 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 everytime.

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, alot 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 alot of clients talk about.

The David Armano Model of Social Business

The David Armano Model of Social Business

David Armano is one of the leading thinkers in how the modern business can become more social in terms of interaction. His model of internal v external is certainly very interesting. My view on the internal v external interaction is this:

A business can not become social unless the internal co-ordination is right and the business is already operating socially itself. Internal, therefore, drives external. Although the external technologies are an influencer for the way we should now behave, we can only determine the way the company acts by looking at who or what makes the company integral to the community. Think about, if I as a marketeer go off and engage in social media like Facebook, Twitter, LinkedIn, yet internally we aren’t sharing, propagating or acting socially, there will be an obvious disconnect between how the customer interacts with marketing and how the customer interacts with the rest of the company.

Anyway, David’s model is below and a really good starting point. Keep an eye out for various models being discussed. Input and empirical & experiential case studies or POVs welcome.