Here’s the Right Way to Prioritize Platforms

Key Concepts

• RICE Framework
• Platform Prioritization
• Strategic Digital Presence
• Reach (R)
• Impact (I)
• Confidence (C)
• Ease (E)

Main Argument: Strategic Focus Over Ubiquity The central premise presented is that businesses should prioritize building trust and a strong presence on a select few, strategically important platforms rather than attempting to be present everywhere. The speaker emphasizes that widespread ubiquity is not necessary; instead, the focus should be on deep engagement and credibility in specific, high-value areas. This is encapsulated by the statement: "You don't need to be everywhere. You just need to be trusted somewhere that matters."

The RICE Framework for Platform Prioritization To operationalize this strategic focus, the video introduces the RICE framework. This is a structured methodology designed to help businesses objectively prioritize which digital platforms to invest their resources in. The framework breaks down the decision-making process into four key components, each contributing to an overall prioritization score.

Components of the RICE Framework The RICE framework consists of four distinct criteria, each evaluated to determine a platform's suitability:

1. R - Reach:

   • Definition: This component quantifies the potential audience size or visibility a business can achieve on a given platform.
   • Specific Detail: It is measured by asking, "How many people search on that platform daily?" This metric helps assess the sheer volume of potential customers or users that could be engaged.

2. I - Impact:

   • Definition: This criterion assesses the potential business value or return on investment that could result from a successful presence on a particular platform.
   • Specific Detail: It is evaluated by considering, "How much business impact could this have for you?" This involves estimating the potential for lead generation, sales, brand building, or other key business objectives.
   • Scoring: Impact is scored on a scale of 1 to 10.

3. C - Confidence:

   • Definition: This component measures the internal belief or certainty a business has in its ability to successfully execute and achieve its goals on a specific platform.
   • Specific Detail: It is determined by asking, "How confident are you that you can succeed here?" This takes into account existing skills, resources, market knowledge, and past experiences.
   • Scoring: Confidence is scored on a scale of 1 to 10.

4. E - Ease:

   • Definition: This criterion evaluates the practical feasibility and resource requirements for establishing and maintaining a presence on a platform.
   • Specific Detail: It is assessed by considering, "How easy is it for you to execute?" This includes factors such as time commitment, technical complexity, financial costs, and the availability of necessary tools or personnel.
   • Scoring: Ease is scored on a scale of 1 to 10.

Methodology for Prioritization and Strategic Recommendation The RICE framework provides a clear, step-by-step process for platform selection:

• Scoring: For each potential platform, the Impact, Confidence, and Ease components are individually scored from 1 to 10.
• Calculation: These scores are then multiplied together, and the resulting product is multiplied by the Reach number. The implied formula is: Priority Score = Reach × Impact × Confidence × Ease.
• Decision-Making: The calculated score for each platform "tells you where to start," indicating which platforms offer the highest potential for success given the business's specific context and capabilities.
• Strategic Guideline: The speaker provides a practical recommendation based on this prioritization: "For most businesses, that's going to be two to three platforms maximum." This emphasizes a focused approach, concentrating efforts on a limited number of high-priority platforms to maximize impact and trust.

Synthesis and Conclusion The core message of the video is to shift from a broad, unfocused digital presence to a targeted, trust-centric strategy. The RICE framework serves as a practical, actionable tool for businesses to achieve this. By systematically evaluating platforms based on their potential Reach, business Impact, internal Confidence in execution, and Ease of implementation, businesses can identify the 2-3 most critical platforms. This focused approach ensures that resources are allocated efficiently, leading to deeper engagement, stronger trust, and ultimately, more significant business outcomes where it truly matters.