2006 – 2012 – This was the time when social media was introduced and people were buying in and trying different social media platforms.
2013 – 2015 – We are in a period of transition. Some companies have tested concepts and are now driving forward. (Google comes to mind with latest changes: Google Authorship and Secured Search and commitment ot GooglePlus). Foursquare is fading. Facebook has found a niche with family, friends, restaurants and a group network of “liked companies”. Linkedin has made a number of changes to integrate social media into its platform.
Companies need to move forward and find ways to integrate social into their regular business routines. Items you should already have: Personal and Company Presence on social media, company blog, schedule for posting content on website and social media sites, metrics to measure success, meeting client service demands, process to open new accounts, continued communication with existing clients.
Where is the CEO in this process? Hopefully, the CEO is a part of this whole process and better yet is the face of the company. Yes – the CEO should be the focal point where the values of the company come from and where the direction for the company is set. For this reason, it is imperative to make sure your CEO’s message is communicated not only inside your company walls but outside to current clients and prospective clients.
Some CEO’s do not feel comfortable with social media and posting content on a regular basis. If this is the case, the CEO needs to work with a staff, (Better idea: Another Executive) to communicate his/her thoughts and information. This message needs to resonate with people and the best way to do that is if the message is communicated person-to-person.
If your CEO uses social media, he/she will also be able to connect with his/her employees and will be able to see the value this marketing channel can provide to the company. In addition, the CEO will be able to see potential issues that need to be addressed with respect to the proper use of social media.
Your job as a marketer is to show the CEO the tremendous value social media can bring to your company and how it could even be better if he/she is on board and a part of the whole process.
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