MAD Perspectives Blog

 How do you Orchestrate Social Media?

Peggy Dau - Wednesday, June 15, 2011

I was recently in a meeting with a client when the marketing manager stated that all social media updates are reviewed by her or her team before being posted externally. After a bit of probing, I came to understand that her concern was about maintaining the company brand and the unintentional sharing of intellectual property. These are fair concerns, but they raised alarms for me. 

To be clear, my engagement with this client is not specific to social media.  They have hired an agency to help them with their efforts.  My concern is that with too much control, their social media communications will be flat and uninspired. Regardless of who helps them develop their social media plan, they will need to think about the company culture.  Her comments made me realize that this company does not have a culture of empowerment. They have been through many acquisitions and spin-offs, and the culture has been impacted by the continual shifting of leadership and ownership,

Like a symphony orchestra, each individual brings a unique tone to the overall production.
Social media is about being transparent and authentic
. If the director, stifles the soloist, the performance seems lacking. The role of the director is to infuse his musicians with and understanding and passion for a particular piece of music. Companies should consider a similar model.  If companies are concerned about their employees sharing inappropriate content, they should inform and educate their employees on the company goals for using social media, provide guidelines for content and ramifications for employees if they show poor judgement.  A company's culture and organizational structure can provide two of the biggest hurdles to social media success.  Take the time to understand your company's culture and the impact on communication style and channel, is critical when initiating your social media efforts. 

Recommendations for addressing these challenges include strategic planning to align the use of social media with clear goals and metrics, employee education, organize a hub and spoke social media team and constantly listen, review and assess.  Everyone I have talked to about social media shares that their experience has been trial and error.  It's ok to make a mistake.  Own it and move forward.  Your goal should be to orchestrate the efforts of your organization in such a way as to let individual personalities emerge and shine.  The content they share will reflect positively on your organization

How are your social media efforts proceeding?  What are your biggest challenges?  I'm interested to learn from you!

What's your perspective? 


Recent Posts


employee generated content Apple Social TV Netflix IntoNow Altimeter SocialCast NBA Comcast net neutrality control marshall mcluhan program guide communication hootsuite Mad Bear Productions search advertising policy streaming media expectations connect, collaborate, communicate, digital media, consulting, social media ePrint Center microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, firewall customer support FCC enterprise social media marketing DAM disclaimers digital asset management company culture Microsoft conversation Attensity360 culture message market awareness medium content management second screen SEC social media, firewall, social computing, employees, connect network management Vitrue NetBase Visible Technologies MAD perspectives Miso storytelling content marketing identity Forbidden Technologies New Technologies MassRelevance video Video Box Score resources marketing revenue HP customer video marketing authenticity content delivery rich media Time Warner Cable big data Echo zeebox monetize case study lessons holidays Web Strategy Verizon network social data human discovery slideshare cloud computing broadcast social trust digital media MagicRuby value Aspera customer service Intel workflow cloud trackur adapt interaction Evolve24 language Buddy Media strategy Sysomos CMO Oracle out-of-home streaming governance organizations productivity Quantum recommendations planning Enterprise 2.0 GetGlue awareness Chyron Kit Digital media Twitter HP Autonomy Kontiki CIO planning, analysis innovate Gizmodo corporate identity YouTube printing openness convergence executive support digital marketing Facebook UGC TNT empower leadership engagement RSG Media TBS privacy Pinterest TV BuddyTV align CDN business intelligence context North Plains LinkedIn cross channel Cotendo MIB MediaWorks Fan Media Engagement Center Radian6 viggle microblogging Ford BT Conferencing social media video conferencing benefits connectivity business model Harmonic news gathering Peggy Dau Whisky networking listen OTT technology blog authenticity, transparency, conversation, truth, honesty connected TV dog Vizrt Gartner honesty ConnecTV webinar Dijit brand strategy Harris passion Viacom personality ROI IBC business plan TV Guide transparency Kontangent Connected Experience audience lead generation social media index business goals backchannel collaborate relationships Virage MediaBin Createasphere social computing HDS monitor B2B employees Yammer Collective Intellect New York Times EMC Aereo TV EGC real-time Boston mobile Citrix, trust MarketingProfs connected awareness connect ABC NewsGator tweetdeck brand content convesation, interaction, social media, rich media, video, Jeremiah Owyang live streaming communicate NASCAR online video platform social identity telepresence Adobe snow social media monitoring truth endorsements sales influence Fiesta Skype broadcast, IBC, digital media, NAB stimulate Mad Bear Produionsct B2B marketing data Mark Brodie alignment creative TVPlus Utterli community user generated content Ford Fiesta SocialText Tellybug voice of customer consulting social media plan solutions CSP business development Taylor O'Brien Buddy TV Compuware tablet social intelligence inspriation Nielsen Forrester Nigel Fenwick web 2.0 social networking webcasts apps analytics