The "POST" Strategy

"It's not technology for its own sake."

...words from our Social Media and Marketing Communication professor, Julie Frechette. As we discussed practices in forming a sound business and likable practices, this became evident; it doesn't matter what flashy tools you're using to garner web traffic if your foundation is not highlighting the principles that consumers value. Practices of transparency and porosity keep these in check.

In Groundswell, the authors cover "Strategies for Tapping the Groundswell" in chapter four. In this chapter, they explain the POST method - People, Objectives, Strategies, and Technology, and how your model can fail if you cater to technology first.

An anecdote opens the chapter. A client, whose business is competing with Sears has noticed their online community and asks for advice on starting on of his own. "What's your objective?" they ask him. He replies that since Sears has done this model, that they should follow suit. This, the authors claim, is definitely the wrong reason. Indeed, it's not the technology you have, but your market, that matters. Companies know they need to get involved in this digital world, but aren't sure how, and are missing the big issue.

The book's POST method underscores the problems with this mentality.

"The problem with... so many of our clients is that they're going about their strategy backward. They start by thinking about technology. But technology is shifting so quickly--chasing it is like trying to jump on a speeding merry-go-round."

The authors note that asking what your customers are ready for is your first step, which makes perfect sense; the whole game is knowing your audience. In the anecdote above, the client was more concerned with his competition than his own audience. Knowing how to cater your goods and services to your audience is paramount in achieving success and feedback.

The next step is realizing your objective. As with any task, meaningfulness is the foundation. Without knowing your goals, it's impossible to get what you want. This step, and the next - Strategy - will help you to achieve a desired effect. Know what you want from your target audience and what you want from your efforts.

Last, but not least, is where Technology comes in. Only after answering the previous questions about your endeavors will you be able to best use the technology at your disposal. The more clarity and information you gather beforehand, the better your chances of using the groundswell.

To go back to our professor's words in class, using technology for the sole purpose of using it is blind; you need to know who your audience is and what you want to do with it before using it.