Calling all Balanced Scorecard practitioners and strategy executives, here is a Strategy Map to guide the Social Media / Social…
There is a rather large difference between companies “doing” social and “being” social. For a company to succeed at this new business model, they must learn how to do social and also, enable their people to be social.
Doing social is the imperative part of the equation. This means making plans, defining objectives complete with outcomes, tracking and measuring success and making adjustments to the plan along the way. Most companies start doing social within their marketing and sales departments to drive traffic to their site and raise awareness about their products or services. This usually looks like marketing managers using social tools to broadcast their message to the world.
Determining who is in charge of social media can be a daunting task. Even when social leadership is channeled through the executive suite, it does not stop at the executive level. Often the question becomes “who owns social media?” within the organization.
For many new initiatives, he who first touches the new “thing” becomes its ultimate owner. The department which leads the first or most visible social media project establishes the initial beachhead of control over its eventual programmatic development. But does this accident of innovation deliver the best results for the organization?
Starting a strategic social media plan can be overwhelming to a mid-to-large size company. There are a few big questions that often cause organizational paralysis…the most daunting of which is “where do we begin?” followed by “what’s happening that we don’t know about?” But knowledge is a catalyst to action. And, as with the formation of most effective business strategies, you need to understand it in order to set a course of change.
Not all communities will be victorious in the long run. But, if you can provide a point of connection between your members – focusing on member-to-member collaboration in addition to member-to-company communication, have well defined business goals, features that serve the membership well, and a critical mass of engaged members, you have a powerful recipe for success. And remember, most laboring communities are not d0-it-yourself projects! So, be sure to give us a call – Leader Networks offer an Online Community HealthCheck where we examine your community against good practice, and offer practical, actionable fixes to right your course!
Do you have a social strategy? I mean a real social enterprise strategy – one that is driven and measured…
There has been a lot of buzz lately about the number of failed online communities litter the web. In fact,…