8 Tips for Social Business Part 2
Step 2. Organising Control Over Social Assets
On to the second instalment of the 8 tips for Social Business, taking control over your social media assets, while you may want to control your social platforms with a social media management tool like a dashboard, you will want to de-centralise the conversations you have over them. To do that, you need to allow your employees to engage with your customers in conversation directly.
Imagine the opposite of the hub and spoke model – fully distributed content creation arising from each point of contact independently.
For example: The City of New York (CNY), in moving toward achieving their goal of becoming the world’s leading digital city, embedded a Social Advocate in each of its cities agencies allowing autonomous control over departmental messaging. Empowered autonomy of this kind becomes particularly relevant on a global scale where a centralised approach may not respect or understand cultural differences at the micro or end user level. By consolidating your efforts. Each CNY Social Advocate also belonged to a center of excellence run by the CNY Digital Media Marketing team that fostered collaboration, co-ordination on messaging and sharing of learning around best practices.
Hearst Publishing and Time Inc. have digital leadership that identify the top performing social media properties, and share stories of their success crafted by the teams that run them. Transferring knowledge and best practices from digital marketing leaders to team members further educates and empowers your Social Media Team to contribute to the conversation. Should the need or the desire to scale up your social media program arise, you then have pre-trained your next generation of social leadership executives. Your social media tools should also be able to grow along with you, enabling growth by being modular and flexible to facilitate even further decentralisation, expansion, and conversation.
Written by Evan LePage. Originally posted on HootSource. Hootsuite Pro 30 day free trial.
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