HOPPERS

SKIPPERS

RUNNERS

JUMPERS

Which category defines your organisation's social media approach?

Hoppers are reactive. They have some Social Media in place, but it is largely uncoordinated and lacks a top-down approach. Skippers are a little more advanced than Hoppers and have experimented with Social Media initiatives that have started to become recognised by top management. Measurement is usually done through free analytical tools offering basic information and there are no company-wide skills defined for Social Media use. Runners are more advanced than Skippers & their measurement metrics now shows real value, and results, in their online marketplace. However, despite this success it is not attributed to specific business objectives. Finally, Jumpers are the most mature of all organisations. They use Social Media in a strategic, coordinated & effective manner. Management fully understands and is appreciative of the role Social Media has not just now, but in the future of the organisation’s success.


Answer these questions to find out whether you are a hopper, skipper, runner or a jumper

1. How do you rate the potential brand impact of social media?

  • It can be more impactful that traditional media coverage
  • It is equal to traditional media coverage
  • It is not as impactful as traditional media coverage
  • It really doesn’t impact how our stakeholders perceive us

2. To what extent is your brand supported by social media?

  • We use social media very little, or just to listen in on conversations
  • We routinely listen to online conversations so that we’re aware of issues
  • We engage with online conversations to spread marketing messages, and have also used or considered using social media for support and sales
  • We realise that our brand spans the entire organisation, so social media does too

3. How do you measure social media today?

  • We don’t measure
  • We measure based on inputs
  • We measure against objectives
  • We measure and benchmark against our competition

4. How do you ensure you have the required skills in place?

  • We treat social media like any other comms discipline and it is integrated into staff training
  • We train on an ad hoc basis
  • We have a few interested individuals that self-educate
  • We don’t currently make provisions for social media training

5. How would you describe social media skills at your company?

  • We have sufficient skills to implement the programmes we want
  • We have some skills but are restricted in terms of the programmes we can run
  • We have a core set of skills across the company, with differentiation by group
  • Skills are limited to a small group of extremely busy people

6. Do you have strategic objectives in place for your social media activity?

  • Yes we have strategic objectives in place
  • We are experimenting with social media
  • It’s too early to set strategic objectives
  • We don’t think social media programmes require objectives

7. How would you describe social media skills at your company?

  • Social media is a standalone activity taking place in one department
  • We have a cross-departmental team reviewing our social media strategy
  • A team of an ‘interested few’ are responsible for social media
  • Social media has no clear ownership structure