1. WHO: Identify who you are and who you want to be presented
2. WHAT: Listen to the conversations, identify interests and needs of the market
Give you a grid of listening in relation to your brand than your competitors keywords by which the expressed needs of your market. Detect trends, questions, dissatisfaction … You can use, in addition http://www.google.com/alerts, of the following:
a. http://www.socialmention.com/: Ask alerts one or more networks (from over 80 networks) and receive a free email of a conversation, a publication matches your listening schedule.
b. http://www.google.com/reader/: Get the details desired by the RSS channel, available on the networks.
c. http://www.radian6.com/ and http://www.sysomos.com/: listening tools to act but comprehensive fee.
3. WHERE: Identify where your presence is essential
Social networks are numerous, each with distinct characteristics. Today as a presence on Facebook and Twitter seems essential, as the choice of additional networks must be done according to a predefined strategy. The tools mentioned above, you will probably identify the networks where your target customers, their peers and prospects are present and where they are expressed more often. Once the target network is made, it should focus your effort on the issues of listening to people (targets) to whom you wish to contact.
4. WHY: To identify the reasons for your participation in the network
Pay attention to the concerns expressed by stakeholders in your network. Identify recurring themes, frequently asked questions, the ideas and of course, without forgetting the shadows, the absence of questions, interventions on certain aspects of products and services you and your peers. This can be an opportunity to make a profitable content for you, but above all, useful and beneficial to the entire community.
5. WHEN: Establish a schedule
Through headphones placed on the networks, the information will reach you automatically. Failing to have staff dedicated to managing and running the network, you must organize to ensure responsiveness and especially the regularity of actions and reactions. It is essential that you set a schedule that takes into account the days and times for your target interventions are the most common. This way you can engage in conversation with more people and seem responsive despite intermittent presence on the network.
6. HOW: How to generate interest and involvement
In exchanges with network members focus your attention on how people interact, detect network culture. The words used in trade and the actions of each other reveal opportunities to provide value-added content tailored to the expectations.
Use the sites as http://www.ask.com/popular-questions (in English) or http://answers.yahoo.com/ to explore the issues and concerns of the moment for your industry in your products or services to produce content that will be a great chance to be shared. Watch the responses and reactions following your surgery. Be polite. Answer the “attacks” if necessary, by the evidence. The remarks and comments will give you insight to change your actions and define your next steps. The golden rule is to take part in conversations to contribute creatively, triggering the interest of network members and motivate them to respond. Phrases such as “What do you think of …? “Call to reaction. Discover expectations by submitting questionnaires to your community. You can encourage and motivate them to respond with such promotional offers.
7. Ask for referrals
Identify people who can help you make it known. There are influential people on each network. What they say, does not leave indifferent network members. Motivate them to speak to you, is not an easy task. But by applying steps 1 through 6, you will succeed in identifying the right people, a conversation with them and get them to recommend your content. On Twitter, you can use the following tools to identify the influential people in your industry, your region …:
http://search.twitter.com/advanced or http://twitdir.com/search_lite.php