As I have stated in the past, it’s hella important to invest in the tools and processes of data collection, monitoring, analysis and process for proper fan engagement.  As for building the framework for a social media strategy, I would suggest these 6 key considerations:

1)  Audience - Listen and understand your audience and how they communicate/interact on the social web. What types of social networks, media sharing and assets do they engage? What are their goals for doing so?

2)  Objectives - It’s important to consider both the fans goals & what it is that you’re trying to reach. Marketing online is about giving to get. Knowing what your community wants is key in reaching your own organization’s goals because you’re going to give it to them.

3)  Strategic Plan - What approach will you take to meet the needs and interests of your audience in order to meet your own? Will you engage influencers, will you drop a free mixtape or stir up an ever so trendy rap beef and give them the exclusive?

4)  Tactics - What social media marketing tactics and corresponding technologies will you use to implement the plan? Blogging, microblogging, social networks, video, forums, blogger relations and outreach. There are a shit load to consider and using them all isn’t always the best route.

5)  Tools - What specific tools will you use to efficiently monitor, communicate, create and promote your content? WordPress, Facebook or MySpace, Twitter, Ning, YouTube, etc.  Even those are relatively new services you need to look at them as if they were just fucken fax machines paperclips and staplers. It’s how you use them that gives them value. Again, there are a shit load to consider and using them all isn’t always the best decision.

6)  Metrics - How will you measure success according to the objectives you’ve identified? What tools will you employ and at what point will you take benchmark measurements as well as interval measurements? Who will you report results to in the organization and will there be success metrics that you can share with the community you’re engaging?

By addressing these 6 key issues, as well as a commitment to publishing dope ass content and engaging your fans, will provide you a much clearer plan of action.

What has been successful for you?