One of the sessions I moderated at the PCC Summit was a roundtable discussion of how to develop a social media strategy that services internal and external needs. The participants represented a variety of industries and circumstances, yet they shared a similar set of challenges:
- Running to catch up with consumer expectations
- Dealing with the belief that the social media cannot be controlled
- Figuring out what they should be doing on social media
- Determining which issues need to be uncovered when developing a strategy
At the end of the discussion, I asked each participant for their best practice for developing a social media strategy. Here are some of their suggestions:
- Create a really strong relationship with a respected senior executive who will carry the social initiative forward. You need someone who can articulate the opportunity of social media and deal with any lack of understanding of the magnitude of social business.
- Decide what you want to do, then break the social media program down into initiatives that can be prioritized and timescaled. You need a quick win and killer app to build credibility.
- Social is people-centric so indentify the audience clearly. Find the point of pain that social will alleviate. Avoid all the fancy words – get to the value statements “this is how social will improve your situation” expressed as a what’s in it for me (WIIFM)
- Provide lots of support for the rollout. Pay attention to good project practices and organizational change principles.
- Put social governance in place ASAP – who will do what, who owns what channel, who determines how social will be used to support improved work practices.
I hope you find some useful nuggets in these suggests as you plow forward with your efforts. We will continue the discussion in Orlando at Symposium/IT Expo.
Category: Change management Collaboration community Social media Social networks Tags: Change management, Collaboration dynamics, Innovation, Social media, Social networking, Social networks, symposium