MAD Perspectives Blog

{tag_postlist,1}
 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? 




RSS


Recent Posts


Tags

Mad Bear Productions market awareness live streaming executive support social media marketing content management news gathering video conferencing Sysomos honesty DRM language expectations cross channel advertising Boston technology tweetdeck community content marketing planning user generated content hootsuite CDN policy printing streaming media storytelling Altimeter Netflix webinar New York Times Aspera blog lead generation content real-time company culture NAB Visible Technologies creative communication Echo communicate business plan inspriation context Twitter enterprise content security Virage MediaBin IntoNow firewall personality mobile truth second screen digital asset management Aereo TV passion SocialText GetGlue Fiesta organizations business development microblogging marshall mcluhan Peggy Dau social computing Taylor O'Brien telepresence Miso productivity Kit Digital network IP HDS TVPlus revenue digital marketing NetBase social media index CMO Quantum dog control benefits collaborate CIO MarketingProfs Intel connectivity Pinterest Gartner trust ABC broadcast employee generated content disclaimers Viacom Jeremiah Owyang Microsoft digital media media tablet Kontiki Buddy TV NewsGator zeebox connect customer service message Time Warner Cable ePrint Center conditional access Chyron Comcast Evolve24 data social identity governance rich media Citrix, trust case study cloud customer support social intelligence cord cutting business intelligence TV Guide Compuware strategy CSP Utterli NBA discovery Attensity360 leadership monitor Collective Intellect RSG Media MagicRuby TBS SocialCast Adobe Facebook trackur authenticity, transparency, conversation, truth, honesty backchannel Present.ly resources awareness Ford SEC adapt Dijit TV BuddyTV lessons authenticity consulting connect, collaborate, communicate, digital media, consulting, social media social media plan video marketing culture B2B marketing search sales connected awareness EGC Harris workflow cable Salesforce.com network management big data business model Buddy Media human social media monitoring privacy solutions Harmonic employees ConnecTV Video Box Score program guide Cotendo engagement audience social media LinkedIn corporate identity Web Strategy UGC interaction snow FIFA World Cup openness social data recommendations Never.no alignment convesation, interaction, social media, rich media, video, MIB MediaWorks connected TV out-of-home streaming North Plains multimeida web 2.0 Nielsen value innovate Mad Bear Produionsct TNT planning, analysis microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, Present.ly Fan Media Engagement Center stimulate DAM Apple brand customer marketing broadcast technology Radian6 cloud computing HP viggle ROI MAD perspectives NASCAR relationships video Mark Brodie voice of customer align holidays HP Autonomy data protection Whisky slideshare conversation business goals Gizmodo listen transparency monetize Kontangent Createasphere Oracle convergence social media, firewall, social computing, employees, connect OTT Verizon IBC FCC MassRelevance Vitrue brand strategy identity New Technologies Connected Experience Forbidden Technologies broadcast, IBC, digital media, BT Conferencing Nigel Fenwick Social TV Vizrt apps empower EMC YouTube social analytics net neutrality endorsements social networking webcasts B2B influence medium online video platform content delivery Skype Forrester Yammer Tellybug Ford Fiesta Enterprise 2.0 networking


Archive