Social Media Strategy – Planning for Success From the Inside
Capable of bending steel. Able to leap tall buildings in a single bound. Okay, maybe social media isn’t that strong, but it is powerful stuff. That’s why implementing a successful social strategy requires not only external changes, such as how to work with customers on a one-on-one level, it requires internal shifts as well.
Think about it for a second. Social media doesn’t just affect brand awareness or customer service. Online listening and social engagement are powerful enough to affect every internal function, from product development and public relations to human resources and the board of directors.
Social engagement can quickly transform into an internal operational matter. For example, a marketing department charged with creating enthusiastic brand fans could quickly find itself fielding customer service complaints. The result is that the department charged with online listening becomes the point of engagement when it’s the customer service department that is traditionally equipped and trained to handle those interactions.
Social strategy also affects human resources. From a customer service rep who peppers a client with four-letter words in a tweet to a product development team member who reveals a little too much about your exciting new project, human resources departments will need to have policies in place to effectively and quickly deal with these situations. For instance, consider implementing a blogging and social media policy.
In Mikal Belicove’s review of Starbucks’ social engagement strategy, he notes that the company’s social media strategy is so comprehensive that it is successful, in part, because there are internal coalitions that allow for coordination and collaboration.
So as important as it is to establish goals for online listening and social engagement, it’s critical to address how the overall strategy has the potential to affect internal responsibilities as well as how internal stakeholders will react to those shifts.
One way to lessen the impact of some internal shifts is by investing in an outsourced solution. For example, the experts at Social Strategy1 provide trained Social Media Listening Analysts to respond to customer conversations in a professional and consistent way. Contact Social Strategy1 to find out how their professionals will help your company transition into a smart and successful social media strategy.