3 Keys to Building a Strong Enterprise-Level Social Strategy
Social strategy is no longer confined to one team or one strategist. Today, a successful social strategy requires a combination of digital, content and PR across departments and teams. But how can you make these separate business areas work together in harmony?
At her recent webinar, “Enterprise Level Social Media Strategy,” strategic advisor Rebecca Lieb shared how your business can create a successful social media strategy with targeted plans and support from others in your organization. She discussed the current state of enterprise-level social media, the convergence of media and how to organize your team to guarantee success.
Here are the three keys to creating a successful social strategy in your organization:
According to the Altimeter Group, 82 percent of businesses want to integrate social and digital, yet only 36 percent have a plan to do so.
For most businesses, integration is, and should be, a top priority. But putting together a strategy for integration is where many fall short.
Rebecca says social media is no longer its own entity; it’s now a part of digital. That means that you need a cohesive strategy that will bring all areas of social and PR together.
Successful strategies also need to combine paid, earned and owned media. The demand for content is growing, and so are the ways we consume it. Today, content can be found in a variety of forms, such as videos, blogs, infographics, gifs and more. Your social strategy needs to include a combination of these content forms to appeal to a wide audience.
“Stories don’t just come from marketing,” says Rebecca.
Everyone in your organization should be contributing to your social strategy. From sales to product development to executives, each department and employee has something to share that will help you appeal to your audience.
The teams in your organization all share the same goals – to drive business and acquire customers, and the social team is no different. When you work together to create a strong social strategy that combines all teams’ efforts, you can accomplish your business goals.
With new types of media emerging every day, marketing and social workflow is changing. In the past, marketers invested in traditional advertising first, which dictated what the rest of the strategy would be. Today, content marketing comes first and depending on its success, organizations choose whether or not to invest in traditional advertising.
Rebecca says, “Companies need a culture of content.”
The stories and ideas that come from all the teams in your organization can be used to create content and drive social success. People must ultimately be the focus for your social strategy. When you share people’s stories and appeal to your audience emotionally, you humanize your brand as well.
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