|Tasked With Your Company's Social Media Program?
By: Jeannine Wheeler
You might want to set up a task force, rather than going it alone. The best social media programs involve a cross-section of professionals from an organization, ensuring the most buy-in, efficacy, and chances of success.
A task force would be more successful for three reasons:
You’ll have more political clout throughout the organization. A social media program is a serious and necessary marketing effort that can bring great results to all aspects of the business. There are some within an organization, however, who still look on social media as an ancillary, frivolous, and disruptive exercise. Once you’ve been able to convince other key people across the company that this is not true, it can instead become an integral part of your marketing program.
Your social media content will be better with a diversity of input. Once your task force decides which channels are best to enact (Twitter, LinkedIn, Pinterest, etc.), you’ll need a steady stream of ideas and content to keep it fresh and relevant. And although you’ll need one person to head the task force, it’s far better to have a "think tank" atmosphere to tackle some of the issues that need to be determined before you release anything to the public, as well as some of the problems that may arise once you do.
And when you do start sharing, you’ll want ideas across the company to make your content relevant to all your company’s stakeholders. Your HR manager, sales manager, and vice president will all have different corporate angles and constituents.
Cross-company teams can build camaraderie and add value to the business. Depending on how large your organization, it may be rare to have different teams working together on one project. Doing so is healthy for a business because it allows more teamwork, cross-pollination, and cooperation. All of these things can make an organization stronger and help to empower and educate employees about all aspects of the business.
No matter how you set up your social media program, it is important to note that there are some vital issues to decide well before one word is shared with the public, including controlling the message, monitoring and measurement, and aligning with marketing goals.
A task force can be integral to deciding these issues.
Jeannine Wheeler is a PR Director who has worked in three countries, including Russia, the US and the UK. She is currently Sr. Vice President of Pure Energy PR, a full-service boutique communications firm with a focus on the energy, healthcare, technology, construction, real estate & land development, tourism & hospitality and food & beverage industries. Jeannine is in the firm's Austin, Texas office.
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