Optimize Your Posts
It’s very important that you are always providing great content.  In addition to great content you want to make your entries as searchable as possible.  Implement a strong keyword strategy for your LinkedIn strategy as you would any other online marketing strategy.

MarketingProfs University

In an ever-evolving age of interactive media, search marketers walk a tight rope.  Between paid and organic search, social media, optimization, search rankings and measuring success, it’s no surprise that this balancing act presents challenges.

MarketingProfs University is offering a 13-class course addressing popular questions on these topics to help search marketers find the perfect balance and be more effective in their careers.

Event details:
MarketingProfs University Search Marketing School
Modern SEO Strategy: Adapt or Die
Monday, Sept. 19, 12:00 – 1:00 p.m.
Register and attend online classes live or access recordings

MarketingProfs University provides affordable, comprehensive online training across the disciplines that make up every business’ marketing mix. In addition to learning what businesses need to plan, build and measure successful marketing programs, course attendees have the opportunity to review best practices from peers, discover new tools and processes, and see what’s working in marketing today.  Search Marketing School is a live online presentation featuring several speakers throughout the day.

Any searchable content or media can also be optimized for better search engine performance.  For a business to stand out, it must implement a holistic, strategic and customer-centric approach to search engine optimization.  TopRank Online Marketing CEO Lee Odden and fellow search marketing experts including Maile Ohye of Google and Rand Fishkin of SEOMoz will be speaking on the art and science of search marketing.

Odden’s presentation will show attendees how an adaptable SEO strategy enlists the proper mix of content marketing, online public relations and social media to ensure that brand content shows up wherever customers are looking.  Odden will discuss how creating an SEO strategy is about understanding marketing strategy and how SEO fits in the scheme of your business, touching on:

• How SEO, social media and content create more opportunities for customer acquisition and engagement
• The seven-step process for holistic SEO using searcher personas, social keywords and social content for link promotion
• Best practices from B2B and B2C companies using this holistic approach as part of their online marketing strategy

Audience interaction will take place throughout the presentation via text-based chat.

DreamForce Cloud Computing Event on SEO

Historically, the social media aspects of selling have been controlled by marketers.  Sales people traditionally are kept out of the loop until after a new lead is generated.  In today’s business landscape, successful sales reps are taking control of emerging social technologies to bring in new leads and close deals more quickly, marking the onset of a new era in social selling.

On Aug. 31, Dreamforce ’11 will host a session on tips and techniques addressing how businesses can effectively adopt the integration of sales and social media as a new norm.

Event details:

Dreamforce ‘11
Social Sales Revolution: 7 Steps to Get Ahead
2:00 – 3:00 p.m.
Moscone Center
747 Howard Street
San Francisco, CA 94103-3118

Dreamforce is an annual event that brings leaders in cloud computing together to collaborate, connect and inspire. Attendees will be exposed to ways that the latest cloud computing can help their businesses succeed through breakout sessions, hands-on training, networking events, keynote speakers, interactive demonstrations, in-depth discussions, technical training and more.

TopRank Online Marketing CEO Lee Odden joins a panel of Salesforce.com and Radian6 professionals at Dreamforce to discuss the 7 Steps to Get Ahead in the Social Sales Revolution, a new whitepaper published by Salesforce.com. Odden will discuss how sales reps can master the art of being useful to prospects in a way that inspires new business inquiries. He’ll share practical examples of companies (including TopRank client PRWeb) leveraging social channels like Facebook, Blogging and Twitter to develop a community and inspire interest in products and services.

Stay tuned to the TopRank Blog for a live blog session from Dreamforce ‘11.

The disciplines of search, social media and content marketing continue to intersect and often combine to create a powerful mix. Companies and individuals are creating competitive advantages as they adapt to shifts in technology and consumer behavior.  On Aug. 26, the monthly Social Media Breakfast Minneapolis/St. Paul (SMBMSP) will hone in on this integration.

Event details:
Social Media Breakfast Minneapolis/St. Paul
Friday, Aug. 26, 2011
8:00 – 10:00 a.m.
Cambria Suites Maple Grove
9655 Grove Circle North
Maple Grove, MN 55369

SMBMSP brings marketers, PR professionals, students, entrepreneurs, social media practitioners and enthusiasts together for a unique educational opportunity incorporating panel discussions, presentations, case studies, debates and breakout sessions.

This month’s SMBMSP featured speaker is Lee Odden, CEO of TopRank Online Marketing.  A veteran internet marketer, Odden has consulted for leading B2B companies.  He has frequently been cited for his search and social media marketing expertise by leading business publications including The Economist and Fortune Magazine.

Odden’s presentation will discuss how businesses have integrated Social Media, SEO and Content Marketing to increase sales and improve customer engagement. This session will provide practical examples of B2B and B2C companies overcoming the competition with an agile, customer-focused content marketing strategy that’s search engine optimized for the social web.

Stay tuned to the TopRank Blog for a live blog session from SMBMSP.

1. Content Publishing & Marketing: Consumers are interacting with multiple content sources before purchase and businesses that provide useful information beyond product features and benefits can attract more traffic and referrals.

Tips, articles, videos and experts interviews provide customers with the information they need to buy and refer to others. Useful content optimized with keywords also attracts more search engine traffic and links. Solution: Content Marketing.

2. Social Media & Networking – 90% of marketers say that social media is important for their business according to the 2011 Social Media Marketing Report. Word of mouth, referrals and buzz on social networks can increase awareness, build trust and influence sales.

Social networking sites like Facebook, Twitter and YouTube offer useful platforms for small businesses to be helpful and share information with networks far beyond their customer base. Solution: Social Media Marketing.

3. Local & Mobile – By 2014, mobile Internet will take over desktop Internet according to Microsoft Tag Lab. Small business websites can increase page views by offering a mobile friendly version of their website. They can also increase visibility on local search by making sure they’ve claimed their listings on Google Places and Bing Business Listings. Solution: Local Marketing & Mobile Marketing.

By integrating their web site investment with useful content, social media and local marketing efforts, small businesses can make sure they’re visible wherever their customers are looking and provide great reasons to refer even more new business.

Guess what, fan pages just got better – Whether you are a B2C or B2B company, Facebook has added new features and benefits that help you get the most out of your social media efforts.

Here are the top 10 Facebook changes TopRank Online Marketing team members think deserve a moment or two in the spotlight…

1. Engage with Fans More Directly – For the first time ever, Facebook fan pages can act as individual users with the ability to “Like” other Facebook pages – This feature allows brands to act essentially as an individual user. By “liking” other pages, you humanize your brand and show support for other organizations that are relevant to your fans.

2. Reach Your Audience with Sponsored Stories – Already using Facebook ads? If so, you can augment your existing ads with new Sponsored Stories.

Sponsored Stories come in three different forms:

• “Like” stories, displaying an ad that shows the user recent friends who have “liked” a product or brand.

• Check-ins to locations

• Most recent posts an admin has made on the Facebook fan page

Think of Sponsored Stories as a way to freeze a newsfeed story in time so that it remains relevant to fans for an extended period.

Sponsored Stories can augment your Facebook ads and act as word-of-mouth marketing between Facebook friends, which adds credibility to your brand.

For more information on changes made to Facebook ads, visit ClickZ’s blog post, Facebook Debuts User Generated Ad Option.

3. Share Corporate Info Easily with New Tab Location – To make Facebook easier to navigate, tabs which used to be located at the top of your profile page, have moved to below your profile photo. This new location allows greater visibility for the information you want to share instead of requiring your fans to hunt through irrelevant tabs.

The information box has also moved; it now lives inside of your information tab on the left hand navigation, again, making your company details easier to find. Recent awards, product promotions, and events are great items to showcase here.

4. Showcase Photos with New Enhanced Photo Sharing Features – Recently tagged photos now appear across the top of the profile page in a photo strip, which lets fans view pictures without leaving the company page. This advanced feature also allows you to customize which photos you want to display in the photo strip, such as our client, Strongmail did with company holiday photos in the picture above.

A creative way to entice clients? Feature new products? We think so.

Overwhelmed by all the possibilities of the new photo strip? Harness your creativity with an inspirational article from Mashable that illustrates 10 new uses of the new photo strip.

5. Increased Content Controls Protect Your Brand – Content control has never been easier now that companies have the ability to approve or deny user comments before they ever go live. Avoid spam links and negative comments from appearing on your Facebook wall by using this new feature.

6. Receive Notifications of Facebook Activity – Avoid missing a positive comment or question that has been posted to your Facebook wall. To take advantage of engagement opportunities happening on your Facebook, you can now opt in to receive email notifications each time a wall post is made. This ensures companies (especially small businesses) never miss an opportunity for engagement with customers, employees, or potential clients.

7. Geotarget to Reach your Ideal Audience – Got a business with a single location? Don’t spend valuable time trying to impress someone 1,500 miles away, when you can use geotargeting to hit your primary target. New geotargeting features allow you to share your posts and status updates to users by country and/or language.

Planning a local event? Use geotargeting to display promotions and events only to relevant prospects, such as our client, Hair’s the Bling is doing in the photo above.

8. Change your Market when Necessary – Think back to when you first set up your Facebook fan page – You selected a “category” that described your business, and until now, page categories were un-editable once a business category had been selected. This was a problem for companies whose business model changed over time and could no longer fit within their category

The new Facebook allows flexibility for your business to grow and evolve as your market changes or your local business becomes a national brand..

9. New External Commenting Platform – Facebook is now allowing external commenting. What this means is that logged-in users can comment on articles and blog posts without having to list their credentials or log in.

How does this change things for you and your business? Well, by making commenting easier, Facebook users will be more likely to engage in discussions on the web. This means more chances for your brand to be mentioned and more opportunities for dialogue..

10. In-Depth Analytics Reporting – Ever wish Facebook Insights would report in greater detail on your website analytics? Facebook recently introduced new insight capabilities for those of you who have integrated your website with Facebook. If your website features a like button or the ability to like your pages on Facebook, you should be the most excited about the new like button analytics and popular pages insights.

New like button insights share in real-time the number of impressions and number of likes coming from your website, which helps you measure and ensure ROI in social media marketing. To learn about additional analytics capabilities, visit All Facebook’s post, Facebook Rolls Out Expanded Insights for Websites.

What do you think about the new Facebook marketing changes? How have they impacted the way you promote your brand and engage with your target audience?

We get asked this kind of question a lot at TopRank and the ideal situation from a marketing performance perspective is when the company understands what they want to achieve through video marketing.  It’s essential to start with a position statement like: Company 123 wants to achieve X goal and thinks Y video marketing tactic makes the most sense because of Z research and observations.

It’s also important to describe expected outcomes and timeframes.  Is the video marketing effort focused on selling products? (Hint: that rarely succeeds at the start) Maybe video is a great way to communicate thought leadership, educate prospects, communicate with customers or provide content for bloggers and the media. Whatever the expected outcome is, try to describe it and be ready to adapt it.

Tactically, a YouTube channel takes an experienced marketer about an hour to setup. In that way, it’s not unlike setting up a basic blog. But what makes a YouTube channel work (assuming a YouTube channel is the right implementation of your video marketing strategy) goes far beyond the channel page itself.

YouTube is the second most popular search engine and has many social networking features. Videos can show in standard search results like Google and can easily be embedded on other websites and blogs. RSS distribution, integration with other social channels like Twitter and Facebook plus native messaging features all combine to provide abundant promotion opportunities for your videos.

While you can simply test videos out with a limited audience to get a feel for format and structure, it’s very useful to create an editorial plan for your videos including topics, schedule, keywords, promotion channels, repurposing and measures of success. Tests can be shot on any video camera and shared internally to get response.  Once you’re comfortable with a format, you can start publishing and promoting videos publicly.

Here are a few tactical considerations:

Google Account setup – This is required for YouTube. The Google account can have its own profile and be connected to other social sites, link to a blog etc.

YouTube Channel setup: Mostly forms and some minor design

Content plan: Topics videos will cover, and where they can be promoted to. YouTube isn’t the only video hosting service – vimeo, metacafe. Check tubemogul.com for video distribution

Grow your video social network: YouTube has a social networking component, so some time connecting with other channels (subscribing, friending) would help grow the subscriber base for your YouTube channel.

Optimize: When each video is uploaded, there are numerous choices that can be made about how to optimize. Title, tags, description and ongoing the creation/maintenance of playlists. Playlists can include other people’s videos too, so if you wanted to make an authoritative source for a particular topic, you could include a few of your own videos as well as videos from others that are not competitive.

Videos are ranked by keywords, ratings, comments and number of views. Encourage those behaviors and leverage titles and tags from other videos that are already ranking high on your topics for inspiration of your own.

Promote: Leverage your other social media channels like Twitter, LinkedIn, Facebook and blog to promote videos.

Measure: YouTube provides metrics as do services like tubemogul.com. Also look at links and mentions of your videos in other social channels through Google Alerts or a social media monitoring service.  Look at web analytics for referring traffic from these sources as well.

To get started with video marketing, check out what’s already successful in your topic and keyword categories. Look at the format, structure and content flavor. What are they doing that’s working well? What are the missed opportunities?  What do you have to offer that’s unique and interesting? Who are the influential video publishers in your category? Who are the influential bloggers?

Understand what your goals are, what your customer needs are and become familiar with relevant video channels so you can test and develop a format that’s workable.  Then adapt your content to scale what’s working the best towards meeting customer needs and your own business goals.

Here are a few additional resources on Video Marketing:

ReelSEO – Blog focused on video marketing

YouTube and Video Marketing – Book by Greg Jarboe

Video Marketing Tips – Liveblog of a session during SES London 2011

TopRank will be offering a new set of TopRank Guides specifically focused on B2B Social Media, B2B Blogging and B2B SEO. We’ll also be conducting several webinars to explain these guides and how best to use them.

The only way to hear about the guides being published is to be a recipient of TopRank’s Tips from the Top Marketing Newsletter. It’s free and you can subscribe here:  TopRank Online Marketing Newsletter.

You can easily find any of these books by copying the title and author below and pasting into the search box on Amazon or Barnes & Noble.

Books on Social Media:

• Cluetrain Manifesto – Rick Levine, Chris Locke, Doc Searles, Dave Weinberger
• New Rules of Marketing and PR – David Meerman Scott
• Do It Wrong Quickly – Mike Moran
• Join the Conversation – Joseph Jaffe
• Groundswell – Charlene Li & Josh Bernoff
• Personality Not Included – Rohit Bhargava
• Tribes – Seth Godin
• Here Comes Everybody – Clay Shirky
• Age of Conversation – Gavin Heaton, Drew McLellan (100+ contributors)
• Social Media Marketing An Hour A Day – Dave Evans
• Secrets of Social Media Marketing – Paul Gillin
• Naked Conversations – Shel Israel & Robert Scoble
• Freakonomics – Stephen Dubner & Steven Levitt
• Buzz Marketing – Mark Hughes
• Radically Transparent – Andy Beal & Judy Strauss
• Web 2.0: New Tools, New School – Gwen Solomon & Lynne Schrum
• The Long Tail – Chris Anderson
• The Social Media Bible: Tactics, Tools, and Strategies for Business Success – Lon Safko
• The Wisdom of Crowds – James Surowieki
• Crush It!: Why NOW Is the Time to Cash In on Your Passion – Gary Vaynerchuk
• Marketing to the Social Web: How Digital Customer Communities Build Your Business – Larry Weber
• Word of Mouth Marketing: How Smart Companies Get People Talking – Andy Sernovitz, Afterward by Guy Kawasaki
• Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing – Jim Tobin, Lisa Braziel
• Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations – Amy Shuen
• Now Is Gone: A Primer on New Media for Executives and Entrepreneurs – Brian Solis, Geoff Livingston
• The New Community Rules: Marketing on the Social Web – Tamar Weinberg
• Social Media 101: Tactics and Tips to Develop Your Business Online – Chris Brogan
• Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn: An Unofficial, Step-by-Step Guide to Creating & Implementing Your LinkedIn Brand – Social Networking in a Web 2.0 World – Neal Schaffer
• Friends with Benefits: A Social Media Marketing Handbook – Darren Barefoot and Julie Szabo
• The Twitter Book – Tim O’Reilly and Sarah Milstein
• Twitterville: How Businesses Can Thrive in the New Global Neighborhoods – Shel Israel
• Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time – Joel Comm and Anthony Robbins
• Twitter Marketing: An Hour a Day – Hollis Thomases
• Twitter Marketing For Dummies – Kyle Lacy
• Twitter Tips, Tricks, and Tweets – Paul McFedries
• Socialnomics: How Social Media Transforms the Way We Live and Do Business – Erik Qualman
• SocialCorp: Social Media Goes Corporate (Voices That Matter) – Joel Postman
• Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web - Brian Solis
• Viral Loop: From Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves – Adam L. Penenberg
• Open Leadership – Charlene Li
• Trust Agents – Chris Brogan
• YouTube and Video Marketing: An Hour a Day – Greg Jarboe
• Social Media Metrics – Jim Sterne
• The Social Media Marketing Book – Dan Zarrella
• Social Media Marketing For Dummies – Shiv Singh
• Facebook Marketing: An Hour a Day - Mari Smith & Chris Treadaway
• Facebook For Dummies – Leah Pearlman & Carolyn Abram
• Facebook Marketing: Designing Your Next Marketing Campaign – Justin R. Levy
• The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff – Clara Shih
• Facebook: The Missing Manual – E. A. Vander Veer
• The Facebook Effect: The Inside Story of the Company That Is Connecting the World – David Kirkpatrick
• The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue - Shama Kabani and Chris Brogan
• Social Media Marketing: Engaging Strategies for Twitter, Facebook & Other Social Media – Li Evans
• The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media – Francois Gossieaux & Ed Moran
• MicroMarketing: Get Big Results by Thinking and Acting Small – Greg Verdino

Coming Soon:

• Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business – Ann Handley, C.C. Chapman, and David Meerman Scott (Dec 2010)

Books on Search Engine Marketing:

• SEO Warrior – John I. Jerkovic
• Art of SEO – Eric Enge, Stephan Spencer, Rand Fishkin, Jessie C. Stricchiola
• Search Engine Marketing Inc, 2nd Edition – Mike Moran & Bill Hunt
• Search Engine Optimization: An Hour a Day – Jennifer Grappone & Gradiva Couzin
• The Truth about Search Engine Optimization – Rebecca Lieb
• Advanced Web Metrics with Google Analytics, 2nd Edition – Brian Clifton
• Search Engine Visibility, 2nd Edition – Shari Thurow
• SEO: Search Engine Optimization Bible – Jerri L. Ledford
• The Truth About Pay-Per-Click Search Advertising – Kevin Lee
• Advanced Google AdWords – Brad Geddes
• SEO Made Simple – Michael H. Fleischner
• Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing – Kristopher B. Jones
• Building Findable Websites: Web Standards SEO and Beyond – Aarron Walter
• The Findability Formula: Easy, Non-Technical Approach to SEM – Heather F. Lutze
• Search Engine Optimization All-in-One For Dummies – Bruce Clay and Susan Esparza
• Landing Page Optimization – Tim Ash
• Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity – Avinash Kaushik
• Website Optimization: Speed, Search Engine & Conversion Rate Secrets – Andrew King
• Inbound Marketing – Brian Halligan & Dharmesh Shah
• Search Engine Optimization Secrets – Danny Dover
• Marketing in the Age of Google – Vanessa Fox
• Audience, Relevance & Search: Targeting Web Audiences with Relevant Content – James Mathewson, Frank Donatone, Cynthia Fishel

Coming Soon:

• Pay-Per-Click Search Engine Marketing: An Hour a Day – David Szetela and Joseph Kerschbaum (Aug 2010)

Did we leave any SEO, PPC or Social Media Marketing books out? Which would you recommend?

Much like trying to literally capture lightning in a bottle, haphazardly inserting social media tactics into a marketing plan in an attempt to force customer connection can be inefficient at best and dangerous at worst. In the article below, originally published in Target Marketing, TopRank® Online Marketing CEO Lee Odden offers three tactics that ensure better connection with customers on the social web:

The buzz surrounding companies investing in social media marketing to reach consumers has created a lot of attention for sites like Twitter, Facebook, LinkedIn and the recently popular Foursquare. Millions of consumers are spending their time online with social networking and media sharing sites instead of other media.

Some companies are wasting significant resources by chasing after too many different services without taking the time to figure out which social networks and Web sites their customers prefer. Why not fish where the fish are? Here are three tactics you can use to better connect with customers on the social Web:

• Ask Them! One of the most effective and accurate methods of finding out which social media sites your customers prefer is to survey them. That same survey can do double duty and invite customers to friend, fan or follow based on their preferences.
• Social Media Monitoring. Free services like trackur.com or socialmention.com can help uncover which sites customers are using that also discuss your brand. Paid services like Scout Labs or Radian6 are very useful for more advanced monitoring and social CRM.
• Web Analytics. Review your Web analytics to see which social media sites are already sending you traffic, and leverage that insight to decide where to participate.

Doing your homework on customer preferences for how they discover, interact and share on the social Web will shorten the time to reach the right people and help create a more relevant opportunity to interact.

Stay up-to-date with the latest news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

Below is a PowerPoint presentation offering Social SEO guidelines, planning tips, case studies and practical SEO information for Blogs, Facebook, LinkedIn, Twitter and YouTube.

We hope you find it useful:

Companies that can commit to content creation and marketing strategy can do a much better job of expanding their searchable presence on the web and offer more content that others can link to that also satisfies the information consumption needs of customers.

Discovery via search will always be important, but the longer term opportunity is to optimize for all relevant types of search for the audience you’re trying to reach. That means standard search engines like Google and Bing as well as social search within Facebook or on YouTube.  Of course we must not forget real-time search either.

A holistic content strategy helps companies reap rewards both from search engines and increasingly popular social media/networking web sites. TopRank is committed to continuing our hands on efforts, experimentation and insight development for clients through our own social web participation. Join us:

• TopRank Online Marketing Blog
• Online Marketing Blog Facebook
• @TopRank on Twitter
• TopRank on Flickr
• TopRank on Delicious

Despite company marketing and PR budgets being in a state of ambiguity, many marketing and Public Relations organizations are focusing on social media, trying to figure out “do’s and don’ts” to improve online reach. At the same time, Search Engine Optimization (SEO) of news content is fast becoming an established part of the mix for many marketing and PR programs.

On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end consumers through push and pull PR.  Together, SEO and social media combine to create a competitive edge that can boost online PR results.

Why is this so?  Changes in the way the media and end consumers discover, consume and share content illustrate the intersection of opportunity for search and the social web.  Today’s increasingly social savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.

Of course, throwing keywords at social media tactics isn’t quite the same thing as developing and implementing a plan to reach specific goals.   Dropping links to news being promoted on social networks can have impact but is difficult to sustain. For long term value from effort with SEO and social media, PR professionals should follow best practices as well as the fundamentals:

1. Identify the specific audience to reach. What are their behaviors and preferences for content, sharing, media types, etc? What keywords are used in a social AND search context?
2. Set specific goals and objectives that can be measured. Mentions, comments, links, rankings, traffic, media coverage or other “engagement” metrics.
3. Develop a strategy for reaching those goals with the intended audience.  Content creation and promotion is essential for a SEO and Social Media PR effort.
4. Figure out which mix of tactics (blog, social networks, media sharing, microblogging, etc) will support and execute the strategy.
5. Identify which specific social tools use. If social networks are the right channel, which social network? Facebook, LinkedIn, MySpace or niche networks?
6. Put proper measurement tools in place and identify what events and outcomes to analyze.
7. Identify individuals and resources necessary to implement. Forecast time, internal reporting, and feedback mechanisms for participants.
8. Plan for success and what it will take to scale when you succeed. Be ready to address issues or failure as well.

For another take on creating a Social Media Roadmap, check out “Social Media Roadmap: Building a Social Media Strategy”.