NORTHERN PLANNER

1. Do something cool because it's cool

We've all done it. we've seen something amazing and thought, we could do that, without applying the rigour that goes with any communications planning – and even more to be honest. It's not enough to know you're specific audience will find you there (but it helps of course), you need to be asking if they expect or could be made to welcome you in the space you're planning to show up in. You need to be fully aware of the commitment you need to make, so many do something pretty good for a bit then lose interest or don't get that it takes constant effort, and you need a plan B, even more so than above the line ads, you don't know what will work…you need to have alternatives.

So yes, do something you think or your team thinks is cool.

2. Naturally then, second point is not to do core competent planning stuff

It's harder in new media, you have to get under the skin of it. No amount of data can help you 'get' how to utilise Twitter or Facebook, though it may tell you to consider it within the mix. You have to be in there doing it, understanding the grammar and unwritten rules of conduct. They are there, but just like you only pick up social skills by being around other people, well, you know where this going. And look at great popular culture successes – the Matrix, Cloverfield, Lost..all great social media successes. Study them, learn from them.

3. Listen to everybody

The demands of new media require a lot of experts – comms planners, creatives, techy experts, stakeholders from other media.It can get messy and too many opinions and, lets face it, agendas, can leave you paralysed by keeping everyone happy and the sheer weight of good advice. Involve enough people that will deliver the input needed, clarify roles for everyone, hold them accountable and never forget, the consumer doesn't care about anything online apart from doing what they want to do, they really couldn't give monkeys if 'flash' is best practice or not (unless they own an Ipad).

4. Don't bother with a business goal

Like any 'discipline' you need to know what you're working towards and how it will be measured. Getting Facebook fans for the sake it is a waste of time, getting. You're still contributing to penetration, brand salience, lead generation etc, usually amplifying something else, or being the beating heart of other stuff. If you can't prove your work is commercially beneficial, you will get found out. Role of communications matters even more here, where stuff is fluffier than any other medium right now.

5.Leave out the maths

Digital media is cheap right? Not if no one gets involved with your campaign. Cost per response still matters.

6. Don't pilot stuff

Social media can spread very quickly. If something backfires, it can backfire big time, before you can stop it. So test.

7. Spend your budget on one thing

You really do not know what will work. Test lots of small stuff, listen to what people are saying and what thy respond to – it's usually a surprise.

So just spend all your budget on one thing and watch it fail spectacularly

8. Make history

Most big budget ad campaigns didn't massively change people's lives and cement into popular culture, not even in the days of a few channels and no remote control. So be realistic about what you can achieve, take lots of small steps, never over promise. Digital does not have the reach of telly.

9. Don't worry after opt in

If you're lucky enough to do something that gets lots of fans, email details or whatever, don't just waste what you'v built by having not planned how to be continually useful and interesting. A pissed of, let down, web enabled fan is far worse than a disinterested one. Don't make any promises you can't keep.

10. Make it all about you

In any situation, talking about yourself all the time is a surefire way to be unpopular. So it is with social digital stuff. Make people feel special, look like you've made an effort, let them participate, make them feel this is genuinely two way. In short, if you want people to spend time with them, you have to offer them something in return. That mean forgetting messages and thinking about conversations and things to do. Like all social situations, listen, be respectful and learn to not just take criticism well, welcome it and learn from it. It's a lot cheaper than focus groups.

Oh, and finally, don't start now. Wait until things have settles down and you're sure how to approach it. Just doesn't work like that. Learn by doing, this medium lets you experiment as you go along. The longer you wait, the harder it will get.