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

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


Archive