A few weeks ago I wrote an article aimed at the social media manager suggesting how they can “Drive Social Media Adoption at Their Company.” This article was motivated by the abundance of comments and concerns I’ve heard from social managers. Many have voiced frustration with their companies’ emergence in audience engagement and social marketing. Today, I turn the tables and point my discussion at companies’ executives, CxOs, and leadership.
Straight up, company executives must embrace social marketing.
This past week, I read an excellent article, “Is Social Media A Career?” where they emphasized that there is a need for a social manager but the activity of producing social content and engagement is “… a cross-departmental, cross-functional set of tools that needs a variety of different people who buy in across a company.” And if we are looking for various people to buy in, it starts with leadership at the top.
The CEO, CMO, CSO, or any CxO has three responsibilities to set the tone for a social culture in the company.
1) They need to make sure subject matter experts in the organization are active on company social channels. There needs to be a diversity of people sharing information and engaging with an audience to reinforce a depth of knowledge, expertise, and care from the company as a whole.
2) Leadership needs to make sure that there is a “playbook” that addresses the companies’ position and set plan for expedited engagement. This playbook dictates that there are people actively searching for relevant information that provides the opportunity for real-time marketing (typically the social manager). But it is not necessarily the responsibility of the social manager to provide information and responses. Organizations need to leverage their experts to address specific information. Yes, it is the social managers responsibility to quarterback the engagement, but the company needs other players to take the quarterback’s signals and execute.
3) Awesome content is the key to social marketing success and you cannot expect the social manager to deliver all content for a brand. The responsibility of content production must be spread around to different experts and departments. Executives need to set a culture where this is not only required participation and support, and where different departmental leaders are enthusiastic to share with the brand’s audience.
As we see social marketing evolve, we will see that the social strategy is not the responsibility of the social or community manager. This must be the job of company leadership. Yes, social managers still play an important role in the organization, but their role is coordination and execution. Social purpose and strategy must be a key element of brand culture. Who is responsible for shaping the culture of a company? It starts at the top.
Make It Happen,