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Resources can often be confused as just money, but the problem with resources is that if you just thinking money, you’re not actually identifying two very key resources in addition to money that social media needs.
A resource map is very important in helping you identify the resources that you’re going to need. A resource map is a really rough piece of work. You can do this in a notebook; it doesn’t have to be done on an Excel sheet. You can scribble it down. But, it is important to start to estimate how much time and how much money it’s going to take for your teams to actually execute the channels that you have. And then work out actually what is available because then you’ll very quickly be able to see the discrepancy and where you need more resource in certain sections.
You can break this down into:
There are four areas that, very quickly, you can understand what’s required. And what’s interesting is that normally what happens is the ad spend is light, the training is light, and we’ve just pumped time and hours into making things. This is where you can balance it out.
So, you would look at your estimate for each channel, so ask the teams or talk to who you’re going to be working with and identify, “How many hours do you think we’ll spend on Facebook this week, on Twitter, on Instagram, writing our blog, managing Pinterest, using Snapchat?” This might be 30 minutes, 20 minutes, two hours, three hours, four hours, then actually sit down and start to go, “Okay, well, ideally how much time per week would we like to see being done?” This isn’t right now about having the right answer; it’s just about starting to plan things out so that you can start to build a picture in your own mind. This might be completely wrong, but quickly you’ll be able to see whether or not your expectations are actually going to be met.
One of the ones I would really call out training as it’s something that we underestimate, and it’s something that unfortunately results in businesses being left behind on social media, is that they don’t allow for training time. Now, training time doesn’t mean that you have to go pay for courses or, you know, after that you have to go and actually invest loads of time in it. Sometimes it’s just spending that extra half hour reading up, making sure that the people who work on your teams know that they need to spend a certain amount of time learning new platforms, learning new formats, and then as you grow, is identifying those key opportunities to invest in training, and in good training.
So, as you’ll see, we start to build the resource map in terms of the resource required, in terms of funding in hours, and you can start to identify the discrepancies between them, and then start to ask yourself, “Why do they exist?” Do you expect too much, or actually is there a problem with the level of timing, and resource, and money being invested in the business?Back to Top
Head of Digital Strategy @ DDFH&B
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ABOUT THIS DIGITAL MARKETING MODULE
This module teaches you how to create an all-encompassing social media marketing strategy. It starts by providing best practices for planning and conducting research into your strategy, and covers topics such as owned research, accessed research, desk research, audience research, competitor research, and social listening. You learn how to set measurable objectives and KPIs for your strategy, and how to analyze and track your activities. Finally, you learn how to build and execute your strategy, and how to measure its impact and performance.