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c h a p t e r4 :Month 1: Create the Plan and Get Started■a variety of sources keep up with innovations in Facebook and social media
marketing. Some of our favorites are listed here. You’ll want to look for sources that
can keep you up-to-date on the latest creative uses of Facebook or social media. We
cover some of these in this book and on our blog, but you’ll want to keep up with a few
sources so you can bring the world’s best work to your specific situation.
Facebook Marketing: an hour a day: http://www.facebookmarketinganhouraday.com
Mashable: http://www.mashable.com
allFacebook: http://www.allfacebook.com
Inside Facebook: http://www.insidefacebook.com
Social Media examiner: http://socialmediaexaminer.com
Government 2.0: http://www.govloop.com, http://radar.oreilly.com/markd
enterprise 2.0: http://www.web-strategist.com
It’s handy to read blogs from practitioners in your field. Ironically, Facebook
isn’t the easiest way to get familiar with content from bloggers and other industry pun-
dits who you did not know previously. Industry magazines, business magazines, trade
shows, twitter, and search engines are good ways to help you discover some of these
people. once you start digging, you’ll find that a lot of experts are grappling with the
same issues you face every day. Most are relatively open with their experience and their
advice—and they share it at low cost or free on the Internet and on their blogs. thank
God for the Web!Tuesday: Assess the Social Media Activity of Competitors
Before launching your own presence, you really should know exactly what your com-
petitors are doing on Facebook and other social media sites. If you’re going to compre-
hensively analyze your competitors’ activities, consider staying on top of the following:
Features keep track of all the elements of the competitors’ presence that appear to be
run or officially sponsored by them. You need to know whether they are maintaining
a profile, Facebook fan pages, twitter accounts, blogs, or other social media accounts.
Since social media sites typically rank high on search engines, you shouldn’t have any
trouble finding these sites with a search engine.
Commitment Monitor the quantity and quality of social media updates. Is the competi-
tor truly committed to social media for customer outreach, or does it appear to be more
of an experiment? objectively speaking, would you consider their effort a competitive
differentiator, or is it just the bare minimum necessary for a company these days?
Popularity keep track of the number of customers who appear to be communicating
with your competitor. this can be a simple metric such as the number of fans/fol-
lowers/friends/participants they’ve attracted, or you can dig deeper to see how much