Most articles I read say that in order to make social media effective, it must be a team approach where lots of team members are involved posting information on Twitter or Facebook or Linkedin. Most articles say this is the only way to have an effective approach to using social media in the workplace. I think this approach is scaring a lot of companies as it should? Do you want a person right out of college representing a long-standing company. It does not make sense. You need some one who has business expertise and who can relate to your clients.
The above model may work for in some companies that have large marketing and public relation departments but for the majority of small to mid-size companies this approach is very time consuming and overall it loses its effectiveness. It is also results in a lot of policies that must be in place and adhered to in order to protect the company.
The real question is…Who do you want as the voice of your company? For me this is a very important question. It is for this reason that an executive: CEO, Director or President would want to make sure the voice on social media comes from the top and not from a person who does not understand the company’s brand reputation. Being the voice of a company brings with it a lot of responsibility and accountability. In addition, this person has to decide how transparent the company can be with respect to clients, regulations and the company’s reputation.
Other people are needed on the team too. More specifically, client service. In our company, we have 17 such people who handle client accounts, inquiries and issues. These people manage the client relations on a day to day basis. These people are involved from a management and support standpoint and do not need to be spending large amounts of time trying to engage clients on social media sites. If you have a program in place and you are directing people to contact you on your website or by phone/email, then you know how valuable these people are because they are working directly with clients and potential clients.
This is the area you should be measuring. How many calls, client contacts, inquires and new accounts are you receiving on a daily basis? If the numbers are dropping, these people will be the first to know. You see, someone needs to work with clients and make sure their needs are being serviced. Why would you take people out of these positions and have them start tweeting or posting content? Let the executives direct the conversation and if you are producing “great content” and you provide “quality service” you will see success.
Again, this model is not for everyone, but I offer it to you because I have seen results by producing content and keeping our service team informed of what is happening online and in person. The real point here is that in order to make social media and other marketing effective, you must have a quality product/service and the “right team” of Executives and Client Service Staff to manage the process. Sometimes this point is often overlooked.
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