Despite what your cousin, nephew or uncle’s friend may have told you; social media marketing requires skill, strategy and planning. To be effective on social media you need communication from all departments within your business.
If internal departments do not buy-in to the concepts of content marketing and social media, things can get messy.
In a recent TweetChat, Brian Fanzo brought up a great point:
You must tie content strategy and goals to the biz goals and strategy.. Social & Digital is a collaborative team effort! #CMworld
— Brian Fanzo (@iSocialFanz) August 5, 2014
This got me thinking… If your team isn’t working together towards a common goal, you’ve got a major problem.
Would You Drive a Car That Doesn’t Have 4 Wheels?
Ok, that was impressive! But most of us wouldn’t consider trying a stunt like that. Let’s take a look at some of the value each department brings to a marketing campaign:
Top level management dictates the direction and focus for a business. If you haven’t communicated the value of social media marketing to management, you still have work to do.
A management team that doesn’t believe in your efforts will likely put up road blocks that slow or prevent success. It is important to develop a level of trust in your efforts so that owners/management empower you instead of limiting you.
Social media content should work in parallel with the marketing strategy for your business. The message should fit individual channels but should aligned to meet a specific goal. If you work for an outside agency it is important to show that you are there to help, not there to steal jobs. If you work in-house and have pitched social media, you need constant communication with the existing marketing team.
Much of your efforts on social media and through content marketing focus on driving sales. You need to communicate with the sales team to explain what changes social media marketing will bring. Find out ways to make life easier for sales people:
- What CRM are they using and how can you work to integrate?
- What information do you need to gather and communicate to sales team?
- What is the preferred method of contact for a sales lead?
- How are your efforts going to drive more, well qualified leads?
If you can show real, actionable value for the sales team, things will continue to move forward.
Like sales, much of your efforts work to empower the customer service team. Social media provides an extra communication channel for inbound and outbound customer service issues.
Present examples where brands have improved satisfaction with real-time, accessible customer service. It is important to keep the customer service team up to date on all initiatives and educate them on content developments. This allows teams to be proactive in their approach to service via social media and traditional methods.
EDUCATION – I can’t stress this point enough. It doesn’t matter if employees get involved with outbound social media marketing, they should be aware of what is going on. Encourage personable members of your staff to stay active on social media. They should be following company accounts to see what is going on within the company. We’re living in a time where information is available, employees should take advantage.
When encouraging social media marketing and selling, you need to allow personality to shine through. Don’t come up with a 100 page document of social media best practices! Communicate what is acceptable and remind people that all behavior is a reflection of themselves. If you have hired the right staff, you shouldn’t have major issues.
Seriously, communicate, with everyone!
If you still think you can push away from the team and go off on your own as a rogue marketer, well… good luck!