OASIS Framework

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The OASIS Framework is a five-step plan to integrate Social Media into the daily business.

OASIS is an acronym and stands for Objectives, Audience, Strategy, Implementation and Sustainment.

OASIS Framework

OASIS framework steps - toolshero

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Set your goals. Would you like a sales increase, more loyal customers or test a new product? Essential to defining your goals is preparing your strategy properly. Define your objectives SMART (Specific, Measurable, Achievable, Realistic and Timely), because the results of your Social Media strategy are certainly quantifiable.


Know your customers. And your prospects. Who do you want to focus on? And what qualities does this group possess? Keep in mind that people sometimes respond differently online than they do off-line. The way people move online affects your organization, brand, or product. Look at the Overview Models category for more models to determine how this can affect your organization.


Develop a strategy. If you’ve determined your goals and you know who your customers are, where they are and what they do, it’s time to create a strategy. Define the Market segmentation: It is almost impossible to approach your total target group in the same way. How do you approach the different segments? Are you going to monitor and listen first? Or do you want to be an active reactor and/or creator of content?


Do not implement immediately, but carefully plan your implementation project. This step tells you how to bring strategy to life. Which technologies are important, what tools should you use and what do you need to implement this all (eg capacity).


An often ‘forgotten’ step is to embed, to keep up-to-date and to improve your Social Media strategy. Keep measuring your goals, make adjustments, edit or take a new direction. Make sure there are corresponding responsibilities to keep track of this.

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More information

  1. Mason, P. (2008). Social Marketing – An Engagement Framework. Retrieved from https://www.socialmedia404.com/.
  2. Varagic, D. (2008). Frameworks Analysis for Social Media. Retrieved from https://www.draganvaragic.com/en/frameworks-analysis-for-social-media/

How to cite this article:
Van der Kooi, B. (2014). OASIS Framework. Retrieved [insert date] from Toolshero: https://www.toolshero.com/social-media/oasis-framework/

Published on: 04/02/2014 | Last update: 06/27/2022

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Bart van der Kooi
Article by:

Bart van der Kooi

Bart van der Kooi is a Digital Marketing Strategist at online marketing agency StormMC. His specialities are Social Media ROI, Social Media Models and Innovation. Bart gives workshops, presentations and keynotes. He is the creator of the website Social Media Models and author of the Dutch book 'Het Social Media Modellenboek'.


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