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Phase 1: Ad Hoc – The First Steps on Social Media
In the Ad Hoc phase, companies are just beginning to engage on social media, often without a specific strategy or structure. Social media is treated as an add-on, with posts appearing sporadically on a single company profile. The focus here is solely on owned media, with no additional support from earned or paid media. Typically, one or two employees without a designated social media role handle posting, so it often falls by the wayside when other priorities arise. With no planning tools or supporting technology, posts are created manually and lack consistency.
Without a set approach or content calendar, visibility is irregular. This inconsistency limits brand recognition and reduces the chance for the audience to connect with the brand. The lack of technology and posting consistency makes it difficult to build a strong and reliable online presence.
Characteristics of the Ad Hoc Phase
- No consistent schedule: Posts are published sporadically, resulting in irregular visibility and limited reach.
- Reliance on a few individuals: Social media management is handled by a small group without specialized social media skills, making continuity a challenge.
- Minimal brand recognition: The irregular posting schedule offers little opportunity for audiences to form a connection with the brand.
- Lack of target audience or message: Content is chosen randomly, often without a clear audience or theme, reducing its effectiveness.
Does This Sound Familiar?
Companies in this phase often feel like their social media presence is "barely alive." Common comments include, "We should be doing more with social media," or "It just keeps getting put off." This is a typical starting phase for companies that want to be active on social media but are unsure where to begin or don’t have the time to build a strategy.
Why Move to the Next Phase in the Social Strategy Readiness Model?
Progressing to the Basic Publishing phase introduces structure and builds a foundation for a trustworthy, recognizable online presence. The next phase provides:
- Consistency and brand recognition: A regular posting schedule creates a consistent brand image, helping followers connect with the brand.
- A more professional appearance: Scheduled, consistent content demonstrates that social media is taken seriously and the brand is committed to a structured presence.
- A solid foundation for growth: By adding a simple strategy and content planning, companies lay the groundwork to progress to more advanced phases, like activating employees as brand ambassadors.
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