Having been in this position for over two years now, within two separate companies, I just wanted to share some quick tips for others who are also implementing social media into a large organisation.
Let’s face it – the highs can be pretty amazing and the lows can be very frustrating, but I think there are key internal actions that need to be taken to ensure a level of success. These can apply to almost any social plan that is in place:
Get Buy In
You’re not going to do this on your own. You will need the help and buy in of others. Whether this is members of your team, leaders of different departments, the new receptionist or the longstanding Chief Exec, the support of others will play a crucial role in your long term success. Buy in isn’t just about ‘selling’ social media – you will need to…
Show The Benefits
Not everyone is going to share your enthusiasm. This is normal and to be expected. People will be used to achieving results using their own methods and won’t have thought about social media in half an much depth as yourself. It is your task to show them the benefits and relate them directly to their job role and daily tasks.
Communicate Your Plan
If you want others to sing from the same hymn sheet, you need to find effective ways of delivering it to them. The way in which this is done can change depending on how comfortable your staff are with different types of communication and the logistical implications of each. Meetings, presentations, phone calls, emails – a personal, two way approach should always be preferred but ultimately your plan needs to be shipped and awareness needs to be raised.
Change Your Plan
Markets will change, technology will change, your company will change and people will change. If you put your head down and work away for 12 months without reviewing and possibly changing your plan, you may end up wasting your time. Online behaviour and social platforms are evolving all the time, and your plan may need to evolve with them.
Be Social
Don’t sit in a corner and hide yourself away. Become the face of social media. Be social and ensure that as many people as possible are comfortable approaching you with questions and for help. If you want others to work with you, share your enthusiasm and aim for the same goals, you need to go out and build relationships.
Use a Fear-Free Policy
If you’re asking others to use social media as part of their job, don’t scare the living daylights out of them with a policy that sounds more like a law. Your policy should protect both parties and provide clarity, but ultimately it should encourage staff to use social media to assist with their job roles.
Empower Evangelists
When you do find staff who share your passion for social media and who really want to contribute, let them. Their enthusiasm is invaluable and adds weight to your efforts. Feed this passion, direct it into the right areas and empower your allies.
Shout About Success
Why keep the good work of yourself and colleagues under the radar? If you’ve had success, share it. This will keep the strategy in people’s minds, it will recognise the good work of staff, it will maintain positive attitudes across departments and offices, and it will help to build momentum.
Prove Your Results
The ROI question could be thrown at you at any time (and so it should be). Be fully prepared to talk about the results of your social activity and to share them. Results build credibility, belief and help to dispel fear.
Build Small Steps
Rather than setting a single goal far off into the distance, set smaller, constant goals that will help you achieve your ultimate aim. It’s likely it will take time to see the full results of your actions, and your plan may change along the way anyway, but putting small steps in place for everyone to follow will help to maintain focus and keep motivation.
Encourage Ideas, Creativity and Collaboration
Others within your organisation WILL have great ideas. These ideas may improve the way in which you use social media. Start conversations, get their creative juices flowing and jot those ideas down. You are far more likely to develop an exciting and innovative online approach if you allow others to contribute, rather than controlling the whole process yourself.
Stay Motivated
The nature of many large organisations is that change takes time and that there are many decision makers. For these very reasons, it won’t be plain sailing for every minute of everyday. Self motivation and visible enthusiasm will rub off on others, so remember to try and…
Have Fun
You are in a cool job. FACT. Enjoy it.
I hope some of those were useful. Most, if not all, can probably apply to many challenges across many business and within many industries. Rather than go into too much detail though about the ins and outs of specific plans, the type of social strategies that can be used, and the’ right’ and ‘wrong’ ways that companies can be using these social tools, I just wanted to share some general advice which I think will apply to almost anyone in a similar position.
Do you manage social media within a large organisation?
What key internal actions do you think contribute towards successful implementation?
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