Options For Actions In Social Media Strategies

Definition of social media options for action

In the potential-based strategy model (pbsm), social media options for action describe the possibilities of supporting and shaping certain areas

Market
Competition
Business model
Corporate goals and growth

with social media. They describe what we can achieve in a specific situation (market situation, competitive situation, etc.) with the help of social media.

Social media options for action – general awareness

Awareness: The term options for action is generally common in business and science, but has not yet found its way into social media and in particular into social media strategy development. Whether this has changed since this text was written can be determined by conducting various Google queries. The term social media options for action does not yet have an entry in Wikipedia.

Importance of social media options for action and use

Social media options for action are a central building block in the development of a social media strategy because they define the company’s options for action for the market/markets, competition, business model and company goals in social media, i.e. how these can be supported and influenced by social media.

They therefore provide a general framework for action for a social media strategy. They are the essential basis on which we derive both strategy options/the social media strategy and the content of the strategy components.

Use: in the development of a strategy for social media, the options for action are an important information basis for the strategy definition. They show the company’s options for acting in social media, the company benefits associated with the respective options for action and the competitive situation that must be managed so that the company can be successful in the respective subject area.

Application in pbsm

Social media options for action

The social media options for action are determined via the social media affinity of the markets, the competition, the business model and the company objectives (broken down according to the subject areas that form these areas) with the help of the social media impact formats and the social media usage formats. This means that in these processes – for the market, competition, business model and company objectives – we check to what extent the impact formats and action formats are effective in the respective situation and which content-related options we can use with them – in competition in these subject areas.

The result is social media options for action from which social media strategy options are derived with the help of the company objectives and priorities as well as the competitive situation.

Social media options for action are dealt with in the potential-based strategy model for social media (pbsm) in the modules market, competition, business model and company objectives.

Position of the social media options for action in the pbsm strategy process

The following tabular representation of the strategy process shows the position of the social media options for action in the strategy process. The strategy process is carried out from the bottom up and begins with the social media performance potential overall and for a specific business model and corporate goals.

Component	Description	Benefit
Social media performance potential	Performance potential of social media for the business model of companies with defined performance, requirements and competitive quality of the individual elements.	Social media strategies that use the full potential of social media for the business model are more powerful.
Social media options for action	The social media options for action show the options for a company to use social media successfully for its business model and what benefits are possible with it.	The company has a detailed picture of the business benefits that social media can achieve for the business model, the necessary measures and the competition.
Strategy- components	14 strategy components that include the strategy, the markets, the activities in social media and the management of the social media strategy.	Standardized strategy content ensures the completeness, quality, functionality and comparability of strategies.
Strategy definition	Definition of strategy drafts according to different priorities based on the benefits of social media for the business model and the competitive situation.	Strategy drafts make it possible to find the best possible combination of possible company benefits, competitive opportunities and resource requirements.
Strategy evaluation	Evaluation of strategy drafts according to defined criteria in order to compare the competitiveness and performance of strategies.	Comparability of performance and competitiveness of different strategy designs with different company benefits.
Strategy management	Managing the implementation and performance of the strategy. Monitoring the framework conditions of the strategy, risks, assumptions and requirements.	Strategy management ensures the impact of the strategy and its benefits.

pbsm – the potential based strategy model

Content of the social media options for action

As content, we need the

topics/topic areas for which options for action apply.
the company benefit that can and should be achieved for these topics.
the social media affinity of the topics/topic areas.
the priority of the topics/topic areas.
the competitive situation for the core strategy components.
the possible and recommended content for the core strategy components.

The Big Picture

From this content, you can gain a very detailed overview of your own options for social media use and their competitive situation, comparable to an overview map of potential and competition.

This overview map is very helpful for checking your own priorities, developing strategy approaches and creating strategy versions. You can use it to think through different approaches/strategy versions and roughly read off the respective requirements from these strategy versions/approaches for the core strategy components.

In order to use this helpful tool, a wide wall is helpful depending on the size of the topic areas. Rest assured that this tool is not only very practical, it also makes the complexity and impact of social media on the business model transparent and gives the social media function a new perception.

Links

Training offer

The strategy training of social media managers is not sufficient in terms of scope and quality. To change this, I developed the potential-based strategy model pbsm, which enables even beginners to develop high-performance and, above all, competitive social media strategies. This method is taught in a free social media strategy course.

The free social media strategy course

Course content

Social media strategy requires not only competence in social media but also in strategy. And you can’t just acquire both in a relaxed afternoon. You lay the foundations for this competence with a compact course that is reduced to the essentials and that you complete online on your own. (If necessary, you can rely on support.)

The course includes more than 70 learning units. The pure reading time for the learning units is – depending on your reading speed – 20 to 25 hours. You should hardly allow more than 2 hours of reading time per day.
The course includes more than 200 practical exercises. The time required for this is much longer than the time spent reading the course content.

The course is therefore more of a course lasting several weeks – which you complete more or less independently – than a typical online course for the afternoon.

Completion

You can take the strategy course for free – without proof of qualification and support – or for a fee with the pbsm.strategist qualification. You can find out more about the pbsm.strategist qualification here.

Support

There are various ways to support your learning success in the course. You can find out more here.

pbsm.

Options for actions in social media strategies