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POST is Forresters terrific new model for step-by-step strategy development using social media tools. With the ever-growing list of new media tools available for the for- and nonprofit organizations to use, picking the best tool for the project becomes a big issue.
In the POST method, you have four steps including: People, Objectives, Strategy, Technology. Addressing the issue of People means looking first at who the audience before doing anything else.
After you are confident about who you are reaching and some of their online characteristics, you can move on to Objectives. This is where you really think about what you are trying to do. Think small. Saving the world is on everyone's list, but probably not quite as doable as provide event participants with collaboration and conversation access.
With your audience and goals in check, start thinking about the Strategy. Strategy doesn't mean the social media tools, though, don't rush! In this part, you want to focus on what the technology tools will change for you and your audience. How will things be after you have implemented the tools?
Okay, now you can pick the most applicable technology tools to use. It will be easier to see the right tools from the plethora that exists because you are looking through a specific lens that has the audience, goal and strategy layers. You will now be able to also have a more constructive view of why some and not some other options.
The POST process is a terrific way to help nonprofits and for-profits in their media decision making. Forrester, and specifically Josh Bernoff, has done terrific work on this. You should head over to Forrester's website or to their blog to learn more about POST and the great work happening at Forrester.
The POST method will be featured in Forrester's book Groundswell. You can find out more about the book on their website.
