Just a few short months ago, I was an implementer of community and social media products and programs. The success I had in those roles, and the knowledge I carry with me now, is thanks in part to the Forrester research reports that helped guide me along the way — so I’m especially excited to now be the author of one of those documents.
My first Forrester report is called the Community Management Checklist (Forrester clients can click the link to read it.) It’s an overview of the process marketers need to follow and the important-but-sometimes-overlooked concepts and ideas to keep in mind as they work towards launching or engaging with their community.
Through my research, I identified four phases of the process that can be handily summarized by the acronym PALM:
Planning: Laying the groundwork, setting objectives, exploring existing conversations, making necessary early decisions.
Alignment: Building internal consensus and processes.
Launch: Attracting and retaining members.
Maintenance: Cultivating relationships with your members and turning them into loyalists.
In the document, I’ve covered many issues that marketers have told me they’ve struggled with, so I hope you’ll find that it gives you actionable advice to help you during your own planning process. If it sparks other thoughts or questions, let me know in the comments here or on Twitter — a quick comment from you might turn into an important research topic for me.
As you might have read, the Interactive Marketing analyst team has been growing. What you might not know yet is that I’m one of the new recruits.
I’m one of those practitioners who’s been working with social media since before we called it that — early on at Bolt.com and most recently at Time Inc. Check out my profile for more details about me.
I imagine it’ll come as no surprise that social media is one of my coverage areas. I’ll be looking at the operational, tactical side of social media — especially topics related to community management. Speaking of which, my first piece of writing as an analyst was published in this month’s issue of CRM Magazine. If you have a chance to read it, I hope you’ll come back here and share your feedback.
In addition to social media, I’ll be tackling some emerging topics for interactive marketers, like e-readers and other mobile devices. My early research agenda is sketched out and my first document, a checklist to prepare for community management, will be published in the next few weeks. Following that, I’ll be working on the Community Platforms Forrester Wave, but if there are particular questions you have about any of my coverage areas, or specific pieces of research that would be of interest or help to you, please add a comment and let me know.