To work in social media you need to be exactly that: social. Therefore, involving yourself in every facet of the marketing mix and the business is so important.
Involve social media in everything you do:
Social media and managing social media cannot be viewed in isolation. It, now more than ever, needs to form part of a wider digital communication strategy. This is because the user doesn’t see the distinction between how you as a company are organised. You may have a communications team, a PR team, a web team and a marketing team and a social team. What is important is that there is a strong sense of continuity throughout all of these teams and the content. And quite often social media is the common thread that runs through all.
It’s now a central strand of any wider digital strategy:
It’s not enough for the social team to be using one tone, the web team another and then the PR team something different! These mediums are converging fast and soon there will be little distinction between them meaning we all need to be on the same page. Therefore the tentacles of the social team need to extend well-beyond the likes of Facebook and Twitter. They need to be setting the agenda along with the web, press and corporate teams.
Social media means just that:
So if you work in social media it means you must involve yourself in other areas of digital – not just social media. You need to have a say in how the brand is organised, how the webpages look, what language is used, the share buttons! You need to work with corporate communications to ensure employees are on brand, blog contributors to ensure they are creating content your community wants to consume, human resources because employees are an extension of your brand on social and you are in control of an increasingly important touch point when it comes to potential employees. Marketing and sales because you have insights into your customers and potential customers that they don’t.
For businesses social media offers an exciting and sometimes daunting medium as there is nowhere to hide. If something goes wrong for a customer you can bet you’ll be receiving a tweet or Facebook message letting you know! This isn’t a bad thing. It brings businesses closer to their stakeholders especially customer so there are often a lot of lessons to be learned. That’s why it’s also important for there to be a procedure which can be acted on quickly to assist this. Therefore those working in social need not only to be integrated into digital communications but it’s imperative they understand how the business works! This means customer service, complaints handling, sales, and messages of goodwill. Social media, rightly or wrongly, is how people are increasingly interacting with companies.
Looking into the not so distant future, social media will be firmly integrated into all that a company does. It will form the one of the core strands of the communication strategy, not the periphery. It will be second nature to anyone not just those working in communications. The focus will be on content and conversation, the different channels like email, web, social, press (which will all be online) will be tools that everyone will have at their disposal. Content will be everything and telling a compelling and creative story about your brand will be the first and last thing we do in any medium.
Latest posts by David Fitzgerald (see all)
- What Is Social Media? #smlondon - February 21, 2017
- Why Social Media Means Just That #smlondon - October 12, 2016
- Is Employee Advocacy the New Social for B2B? #smlondon - August 3, 2016