Capitalizing on existing resources and talent within your company provide many opportunities to implement an active, responsive Internet presence. Depending on the prevailing setup, an established department could take on the added responsibilities, or launching a new team might be necessary. In fact, some organizations wait too long and find staff already involved, on their behalf, online.
Books such as Likeable Social Media, Social Media ROI and Social Marketology* present interesting information on how expanding digital marketing strategies incorporate social media. Fully leverage social media by including all departments.
Social media is NOT a silo.
A given: your business is online in order for the implementation and execution of a digital strategy – by employees – to reach full potential.
(Side tangent: for the context of this article, my preceding statement speaks to the passion and talent of the people in business, and the resulting created experience.)
Your greatest assets are those aforementioned employees – i.e. people! A company exists to provide value for which patrons will pay. Employees execute the strategy, report back and suggest modifications to make the business better. Hired and contracted individuals work together with you to create a positive experience both inside the organization and out.
Anyone emailing, talking or interacting with current and potential clients provides an opening for the company to be social. I’ve written posts about creating raving fans; one of the primary opportunities to do so effectively (within the organization’s vision and purpose) occurs with you, your team and business partners.
Make social media a process for everyone.
Someone will be the face of the business, by default or design. If you run solo…it’s you! In other instances, team leaders build the program. Both situations start with the same question – “What’s the strategy?” – and both require the one-time development of a suitable procedure.
People discount the power of a list or step-by-step process; I’m still trying to figure out why. Making the most of a finite period of time by creating a set of steps or a list helps reduce thinking and increase doing. A definite advantage!
Some say periodic reviews are the practical way to approach processes. I agree – lacking benchmarks from which to work or daily reviews are often counter-productive.
Empower employees with knowledge and support to attain social media buy-in!
Recall the remembered feelings and experiences of your employees. All positives relate back to proficiency and know-how, made possible through ample documentation enabling workers to efficiently complete a wide variety of projects. For example:
- Easily training new people.
- A consistent experience every time an interaction happens.
- Quickly tackling unexpected opportunities (good and bad).
- Focus on opportunities for proactive dialog and help.
- Create connection points for many target market segments.
A single person, without other individuals to consider, owns the process. But as a new (or current) team grows, maintaining tight control makes individuals loath to participate.
People want to share information, but dread an obstacle: the organizational gatekeeper…(a person, team, or department everyone has to go through before sharing for the company). Thoughts, real or imagined, might include how the Internet marketing team will look at an idea, revise the content or if they will even share it at all.
The fear of failure, the inability to spend additional time on a task and the desire to avoid criticism may prove crippling to an employee. In such cases, support for social media diminishes – it’s simply easier to stop than contribute.
Remove obstacles to do more, train effortlessly and provide a consistent, authentic experience. These are the tools with which to promote employee commitment to and participation in the social media process!
*No affiliation with or affiliate relationship to these books.