Defining the Social Media Strategy and Governance
A European agency was struggling to define its social media strategy, due to regulatory limits, low investments and a complex organizational challenge: the need to involve different subject matter experts across the organization of very specific topics for very specific audiences, such as EU Members States, Parliement, but also informed citizens and scientists. The aim of the project was to assess the current approach to re-design the strategy, the governance structure and operating model.
Benchmark against similar EU agencies and collection of best practices coming from other industries
Maturity level assessment on 5 key dimensions: Strategy, Content, Measurement, Governance, Amplification
Identification of key actions and contact opportunities
Brand character and personas
Brand positioning and digital brand architecture (channels, roles, goals, KPIs, target audiences)
Operating model design: centralization level definition (selection of the model), RACI, FTEs by role, core processes design for publishing, management, crisis management guidelines and escalation flows