When confronting a complex issue or decision in the absence of certainty, groups will often move to the lowest common point of familiarity — usually something concrete and specific. In tech and marketing organizations, this is called “the valley of the tools.” So it is with social; everywhere you turn there is a marketing manager or millennial intern reporting (loudly) that the company needs a … (insert social tool name here.) But these advocates and tool suggestions are often rooted in a desire to play with new things and carve out a mini-speciality, and are just as often completely disconnected from company business goals and strategy.
Social Media Governance
To demonstrate the strategic impact a community can have on an organization, a number of operational needs must be addressed and tended to clarify the value of the community’s financial returns. To illustrate this point, let’s look at common operational needs across an organization. For example: Marketing as a discipline raises awareness about products and services, defines audience segments and targets to reach new prospects and builds customer intimacy to retain existing customers.
In order to play a leading role in social business, the IT function can create a purpose-driven social tool kit in support of the business goals of the organization. Factors to consider include:
Does IT management have a seat at the table when it comes to the formation of a social strategy?
Has IT been given the charter to perform due diligence on social tools and create a standardized list of tools approved for use within the organization?
Does the list of approved social tools include an appropriate range of capabilities? Mobile social networks? Video and voice over IP? Location services? Secure communications?
Do the tools support the needs of the the business? How many tools do you have? Do you know the purpose of the tools? Are they current? Has the social tools list been reviewed or revised in the past 6 months?
Is your technical support staff up-to-speed and capable of supporting your social tool users?
Online communities are not neutral. They fundamentally change the nature and way a company does business. All too often, an…
Policies are dull. No one wants to create them, no one likes to read them and certainly, few desire the job of enforcing them. But they can play an important role in outlining the rules of engagement around a particular set of online behaviors and have a strong role to play in the face of new situations where there are no standards. This is especially true with the wild west world of social media in business.