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This chapter details how to actually implement a social media policy in your business.
There are 4 departments that might head social media usage. These include:
- Marketing
- Sales
- PR
- Customer service
Each of these divisions has their own pros and cons, and which particular department works best is dependent on the particular company and personnel.
The three departments that should explicitly NOT be in charge of social media usage are Legal, IT, and Compliance. Going with the legal or compliance department might seem like the safe choice, but you are self defeating if the content produced is ineffective. It’s better to give these departments a seat at the table, possibly being involved in the review process, but should not be generating content.
The ideal set up described in this chapter is to make social media its own department. This department would contain individuals from all of the above departments. The personnel would be experience in their own areas, and not just be the young interns. Finally, there would be one individual in charge of the department. After all, “If you want to kill an idea, give it a committee”. I like that.
They also note that patience is important, because results could take 6 month to a year. Because most social media is so fast paced, I was surprised it would take this long to see an effect on the bottom line.
Various models of social media management are also discussed. I think the most effective method is “holistic”, in which every employee is given the ability to use social media on behalf of the company. This is of course the most risky method of social media usage as well, but if your company has hired effectively, you are multiplying the number of people that are out there communicating about how (hopefully) great your company is. In this way it also keeps makes your company accountable. It pushes your company to be its best all the time.
There are 4 departments that might head social media usage. These include:
- Marketing
- Sales
- PR
- Customer service
Each of these divisions has their own pros and cons, and which particular department works best is dependent on the particular company and personnel.
The three departments that should explicitly NOT be in charge of social media usage are Legal, IT, and Compliance. Going with the legal or compliance department might seem like the safe choice, but you are self defeating if the content produced is ineffective. It’s better to give these departments a seat at the table, possibly being involved in the review process, but should not be generating content.
The ideal set up described in this chapter is to make social media its own department. This department would contain individuals from all of the above departments. The personnel would be experience in their own areas, and not just be the young interns. Finally, there would be one individual in charge of the department. After all, “If you want to kill an idea, give it a committee”. I like that.
They also note that patience is important, because results could take 6 month to a year. Because most social media is so fast paced, I was surprised it would take this long to see an effect on the bottom line.
Various models of social media management are also discussed. I think the most effective method is “holistic”, in which every employee is given the ability to use social media on behalf of the company. This is of course the most risky method of social media usage as well, but if your company has hired effectively, you are multiplying the number of people that are out there communicating about how (hopefully) great your company is. In this way it also keeps makes your company accountable. It pushes your company to be its best all the time.