Social Media Force Field Analysis

Drivers	Resistors
Being prepared to adopt an organisational culture of transparency and openness in WBSN communities.	Fear of losing control of brand reputation.
A willingness to not over moderate and transferring control to the community.	Taking the standpoint that the charity owns the community and not its members.
Strong and informed leadership.	Minimal awareness of the potential of WBSNs by some executive managers.
Adopting a culture of minimal staff moderation and internal control. Allowing staff to be part of the social network community.	Strict censoring and moderation of all posts made by employees or not allowing staff to make any contributions.
Allocation of staff and budget to WBSN community building and management.	Perception that WBSNs marketing is free.
Good education and skills in social media marketing.	Not recognising that specialist skills are needed. Lack of expertise in digital marketing across the organisation.
WBSN strategic plan integrated into main marketing strategy.	View that a strategic plan is not needed. Jumping in too soon without a strategy and assigned staff resulting  in negative outcomes.
Setting clear and measureable key performance indicators (KPI’s).	Not being aware that WBSN campaigns can generate effective and measurable outcomes and therefore not setting KPI’s.
Use of sophisticated monitoring and surveillance systems to measure brand reputation, impact of campaigns and return on investments.	Unaware that these systems exist or their value for audience behaviour and engagement.  No campaign measurement. Relying on anecdotal feedback and basic statistics e.g. number of fans.
Guidelines and policy suited to creating inclusive communities.	No recognition of consequences of not having guidelines in place and as consequence experiencing a range of governance issues.
Effective community mapping and building strategies such as Network Weaving.	Lack of knowledge or resources about techniques to build communities.
Engaging with the values and behaviours of Generation Y consumers.	Not designing content and relating to media savvy Millennials.