Social Media is ubiquitous. Everyone is either talking about it, in it, blogging about it, tweeting about it…. The list goes on. And everyone includes organizations.
In the business scenario, organizations are at various levels of maturity in the adoption of social media platforms. The social media maturity for organizations is determined by the following factors:
1) Presence in Social Media – The key qualifying criteria is whether an organization has a profile in social media platforms or not. For e.g.: a company blog, twitter profile exists
2) Number of Followers – How many followers exist for an organizations social media profile is indicative of How well known the organization is?, How well marketed the social media profile is? And how many individuals / organizations are interested in what the organization has to say?
3) Frequency of Updates – How frequently does an organization post updates / blogs / tweets. The frequency – daily, weekly, monthly, quarterly or yearly is indicative of how important social media is within an organization’s marketing strategy
4) Quality of Updates – Over a period of time, the quality of posts / blogs / tweets will be the key determinant in the growth and retention of the follower base. And quality in this context is an assessment from the current / target follower base
5) Responsiveness – How quick and relevant are an organizations responses to the posts / tweets / blogs / updates is an indication of its responsiveness. And these responses are the ones which are communicated back to users through the social media platforms itself.
6) Organizational Agility – This is indicative of how agile an organization is internally to make changes in internal systems, processes and resources based on feedback from social media platforms. In the long term, organizations that are able to successfully filter and qualify information from social media platforms and leverage this information to make the right and relevant internal changes will have a definite competitive advantage.
Based on the above factors, the various levels of maturity are depicted below:
While there are several other parameters which will go in to the creation of a comprehensive model to assess social media maturity, the above can be used as an initial guideline for this assessment. Specific action items can be drawn from this assessment to enable organizations to come up with the approach to reach the desired maturity level in line with the overall business strategy.