Doug came up with an easy to remember model (slide 8) for Social Web adoption. To quote: "Thanks, made it up. Mnemonic helps me when presenting!"
This is my Interpretation of BUMPP, but I welcome comments from Doug and others:
- Brand: Does your brand lend itself to the Social Web channel? On a practical level, have you secured your Social Web assets - Twitter, vanity Facebook name, etc.?
- Understand: Do you have a strategy around what you would like to accomplish? In other words, have you done a POST analysis?
- Monitor: Before jumping in head first, understand where you are in the Social Media continuum - have you 'listened' to your audience?
- Policy: Does your organization have a plan and processes in place on how to employ this channel? Where I work, we have a number of people that can blog and Tweet on behalf of the company, but we have policies in place about what we can and cannot speak to.
- Participate: Once you have 1 - 4 in place, it's time to get in the game. Jeremiah Owyang speaks of 5 types of models for how to engage employees within the organization. I'd say we're a blend of #4 and #5 - where everyone is encouraged to participate but only some are permitted to use 'official' channels.