In social media we market from scratch. No ready-made cake mixes here (sorry, Betty Crocker).

Through more than 500 posts here (and posts at the other places where I write), I’ve tried to split my time between content targeted to those that are brand new to social media and those very active in this space. After all, I’m here to teach and to learn.

I've discussed many aspects of social media, such as the necessary upfront planning, how the focus should be on your market (not your product), why there are no shortcuts and why a shift in mindset is crucial before a shift in media. I've worked to explain WOM, how social media is so tremendously opportune for BtoB companies (not just BtoC ones!) and why not every company has to blog, but every company must listen.

And I've done my best to debunk the ideas of how the goal of social media isn’t buzz but brand ROI and why bad feedback can actually equate to good news for your company (if you learn from and act on the feedback).

But even in addressing all these areas--and plenty more--I haven’t hit upon which tools, exactly, companies should implement in their social media programs, be they blogs, twitter, podcasts, Wikis, widgets, Webisodes or others. It’s a legitimate question; in fact it's one of the first and most frequent queries I receive from colleagues and clients.

Don't get me wrong, I'm not dodging the question--hey, give me an opportunity to talk shop and, guaranteed, I'll always bite. It's because the answer is always case-specific and custom for each company and every endeavor... even with like companies who have similar goals.

This "custom part" is where many companies get stumped, and understandably so. Between the turnkey technologies, platforms and plug-ins that make it easy to *poof!* create a social media presence and the cost of tools making social media wholly tenable for big and small businesses alike, companies seek an equally easy answer.

But social media programs are nowhere near ready-made. Nope, no cake mixes requiring just an egg and water here. In this medium you're marketing from scratch. So while I can't always provide an answer, I can certainly identify what you need to assess when you're ready to get started (er, ready to get cooking):

• Value: What unique benefit(s) can your social media program provide your audience? Will the value be information that makes your audience more savvy on a particular subject or solve a problem for them, provide a platform for them to connect with other people of like interests or lend one of many other points of value? The value that you'll be providing will help you map to the appropriate tools you'll use in your program (and this post provides a bevy of value-centric questions and supporting).
• Market: Which tools will your target audience be comfortable using? Keep in mind their learning curve, comfort level and available time. Your market may prefer a podcast format that they can listen to at their leisure (i.e. during their lunch hour or daily commute) or they may be seeking more interactivity with others, like through a forum or social network
• Goals: Which program format will support your specific goals? If your objective is to increase donations or involvement for a charity effort your program might be to produce a set of shareable videos in the hopes that users spread them throughout their own content outlets and personal networks. Alternatively, if your goal is to build an audience where your brand is the sponsor, then your program might include more functionality, as through an idea exchange or using online channels to produce offline events that bring enthusiasts together.
• Differentiation: Keep a keen eye on what programs your competitors are creating (or, more to the point, not creating) through their social media programs. Just as with all other programs and strategies, you're not looking to repeat or be an "also ran"... you're looking to shine. Also, a very helpful practice is to research programs that companies in altogether different industries are producing and how they're differentiating from their competitors, and their market's response.
• Gaps: How can your social media program fill "gaps" in your research and development, communications or customer service efforts? Probably the biggest mistake that companies make with social media is that they instantly think "Ah, another medium to promote our goods!" when many would do far better to look for gaps that could be filled by opening communication loops or inviting feedback. For example, while some companies are using twitter as a sales tool to offer last-minute discounts on books, concerts or air flights, others are using twitter to address customer service questions and issues (and building more love for their brands through the process).
• Content: What type of content will be interesting and helpful to those outside of your marketing department? The world doesn't need more vehicles for corporate announcements and press releases, it does need more engaging content and creativity. I'm not saying that a corporation has to turn itself into a unit of Disney films... but they do need to pinpoint how to produce content that is of value to its audience and identify the tone, personality and who--be it a team or straight from the CEO--will deliver the content and how they will follow-up to inquiries and comments in a timely manner.
• Communities: I often say to clients "With social media, ask not what customers can do for you, ask what you can do for their communities." While companies tap social media in order to help their bottom lines, the way to succeed is by helping others, and that includes building and enhancing communities but letting the community take the lead.
• Sustainability: A key consideration that is often overlooked is not how a company will build out a program but how it will sustain its growth. You see, with social media there's rarely an "expiration date." I say rarely because sometimes, like with a new film or a limited-time promotion there’s a lot of focus for a finite period. But this is more the exception, with the rule being to provide a dynamic presence for audiences that goes the distance. Take my word for it, the blogosphere is littered with abandoned blogs and twitter accounts. So while the sky is the limit, your idea will require a commitment of time and resources--and many times, that commitment can be your program's competitive advantage since so many efforts fizzle out due to poor long-term planning.

Happy marketing from scratch (your grandmother would be so proud ;-).

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