Based on Social Messenger Framework by David Lipscomb
I'm getting ready for the WeAreMedia Webinar, a deeper dive on listening, and have been thinking about how you analyze what you hear and apply it. Also, how to avoid what Holly Hight at Project Bread last month - getting past command and control messaging.
I just happen to notice a Twitter follower, David Lipscomb, who retweeted this great find from the McKinssey. I browsed David's site and discovered his excellent communications planning templates and riffed over his social messenger framework.
So, the idea is that you do your listening and engage, but you think about how your engagement supports overall communications goals.
This can be done with direct replies @ on Twitter or hashtags. For example, take a look at what EDF has put together. It's a Twitter Guide to the Climate Bill Discussion. The guide points out the hashtags used by people who are supporting the bill or against. It also provides some "tweeting" points for advocates to use. All based on listening to what those who are against are tweeting.
Does your organization have an example of strategic tweeting that is social?