Social Media: Stop Building Self-Imposed Roadblocks
I once spoke to a young marketer who had a significant problem with social media. She wasn’t allowed to use it, or at least not without the full approval of a senior member of her management team. This meant, whenever she wanted to schedule a tweet, post an image to Instagram or comment on client’s Facebook wall, she had to find her IT (MIS) Director and ask his permission.
This not only restricted her creative output as a marketer (a job she was hired to do), it also wasted her IT Director’s time (when he wasn’t in a meeting or on the golf course). Needless to say, her organization’s social media activities were incredibly limited. Posts were sporadic at best and engagement with prospects and customers was non-existent, representing a significant lost opportunity to win more business.
Although this is an extreme example of how an organization can stifle social media activity, it is not uncommon to see companies restricting output based on, often completely unfounded, fears of their world falling apart if the wrong thing goes out on social media.
I personally believe in adopting a common sense approach to social media in the workplace. If you trust your employees with phones and email accounts, you should also trust them to represent your organization via social media. If you don’t trust these people –perhaps you need to re-examine your hiring procedure.
Who Should Have Access to Social Media in Your Organization?
Senior Management: Your leadership team should lead from the front. How can a company portray itself as socially engaged if its senior managers rarely stick their head above the parapet?
Marketing/PR – It should go without saying your full marketing and PR teams should have complete access to your social media activity. These are the spokespeople of your organization. If you don’t trust these people to keep your social media output on brand, you have a significant problem.
Customer Services: These are the people who speak to your customers every single day. A mistake they make on the telephone or email is just as likely to burn up social media as an ill-thought tweet or comment on Facebook. If you are concerned about opening up social media to your entire customer services team, why not select a handful of trusted employees and give them the responsibility of developing a robust but scalable social media policy.
Sales: While you won’t want your sales team killing time on social media when they should be out hunting for deals, social media can be an incredibly lucrative hunting ground to find red hot leads which can be turned into deals.
Are you building self-imposed roadblocks which are hindering your organization’s social media activities? Learn how Viralheat can help you maximize your returns from social media. Join us on August 13th at 9am (PST), 12-noon (CST) or 5pm (BST) for a free webinar: Social Media ROI – Generating Real Returns from Your Investment in Social Media.
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