Our blog post on Monday generated some discussion about traditional and new media marketing that lead us to this thought as a follow-up for today…
As marketers it amazes us how organizations still consider it acceptable to have one person who “gets it” on staff. The go-to for Twitter, setting up a Facebook page, and dare we say, be responsible for single-handedly carrying out a “social media strategy!”
“Social media is easy. My son has a Facebook page.”
“Social media is something the intern can do. So don’t spend a lot of time on it.”
“We know we’ve got to be in the social space, so let’s get a social media guy!”
Even in today’s fast paced 2.o marketing world, the lone social media guy is a concept that still exists. Organizations who continue with this mind-set are certainly loosing ground with their competitors.
Social media should be more of a team effort and less of a solo act, an integrated layer in the overall strategy and marketing plan of the organization. Social is simply a channel of communication, an extension to any other campaign of the content strategy.
We see clients who develop a content strategy and social media is an afterthought when it should be in the plans DNA. Carrying the plan further can only be possible when social is incorporated into the DNA of the people at your organization. The employees of any organization are the front-line brand ambassadors or champions, an army of marketers! Your brand does not reside in the marketing department or the accounting department but in all facets of the culture, right?
The most successful social media activations are typically not the work of a lone social media guy. You need depth of thought and breadth of experience. The more actively contributing members you have to the cause, the more brains you have available to solve problems and interact with your audience, the greater the engagement. Look for clever, engaging ways to integrate social media into your organization’s real life. It becomes the story, the conversation.
Still today, we see organizations who activate the bare minimum, “we have a Facebook page!” or “we’ve been thinking about Twitter!,” who are missing the potential impact social can have when leveraged by the entire organization. Social media, all too often, is treated like a checklist and not like a tool.
We are not saying that everyone in the organization needs to have a Twitter account, but all participate in forums and industry discussions and they pay careful attention to what others are doing in the space. These folks are an extremely valuable resource who can fill the pages of the narrative that a company needs to produce in today’s mix. These folks are your “social media guy!” Find a way to tap into these marketers.
A social media guy can be gone tomorrow. A social culture will continue to flourish.