“You tweet for a company? That’s like 140 characters, right? What do you do with the rest of your time?”
I can’t even count how many conversations I’ve had like this when others ask me what I do for a living. What the general public doesn’t understand is that using social media for personal use has about as much in common with using social media for business as watching a TV commercial has in common with making one. It’s not just as simple as putting together a 140-character message and pressing “tweet.” Well, that’s not really true… it’s only more complicated if you want to be successful.
The job of a social media team is to listen, create, respond, measure, and report – but to do so in a completely public and transparent forum, in real time, and without mistakes. Ever.
And to pull that off successfully, you can’t live in a bubble. You need partners. You need allies. You need
No matter how you decide to structure your social media activities, you’re going to need connections into how your business operates and you need to understand the objectives of each business unit. The social media team is the face of the company, and need to know what’s happening throughout the business so they can be prepared for anything. Your infrastructure provides the basis for that.
Just like any successful project, planning is everything, and taking the time to plan your social infrastructure will save you all kinds of time (and headaches). Social media is still a new thing. It’s going to make people in your organization uncomfortable. But your chances of creating a valuable social program that delivers on business objectives is much higher if you set up the partnerships and create the internal relationships and communication channels before things get busy, stressful, and tense. The time to decide what you’ll do in case of a fire is not when the flames are already rising!
Get prepared, get organized, and get connected to get social.
Ben has been working in social for the better part of a decade, spanning industries from music to finance and many in between. One of those ‘I’ll sleep when I’m dead’ kind of guys, Ben lives and breathes social and thrives on making connections and making a difference. Connect with him @benunh
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