Will Your (Social Media) Circle Be Unbroken
Much has been said and written about how businesses can and should use social media to reach business objectives. Whether it be sales, customer service, lead generation, internal communication or brand awareness, social media can have a role in just about any business. But what about your operations and internal process? How do those social media touchpoints make their way through your company? All too often there are processes and procedures for how to handle the communication itself, but not how to handle how that communication makes it way through your company and back to the person managing the social media to close the loop via the platform the contact came in through. In this discussion, we will look at: How to know if your current internal processes and procedures are ensuring the social media communication makes a complete loop through your company. How to figure out what that circle should look like and how to tell if a link in the chain is broken. How to ensure that your company is getting the most out of its social media efforts by most effectively and efficiently moving the issue addressed in the social media contact through your internal process and getting the resolution back to the public forum that it first came through.
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Will Your (Social Media) Circle Be Unbroken
- 1. S Will Your Circle Be Unbroken Gloria Bell SMTulsa – March 2015
- 2. S Does your social media and business process work together?
- 9. How will you know? S Track your social media S Delays S Complaints about delays / unresolved issues S Large number of internal questions
- 10. Usually…
- 11. First questions to ask S Objectives S Contingency plan if your customers have other objectives?
- 12. How do social media inquiries make their way through your business?
- 14. What does your process look like?
- 15. Where does your social media manager fit in? Social Media Manager Social media Manager
- 17. Common Obstacles S Contact information
- 18. Common Obstacles S Contact information S Process Knowledge
- 19. Common Obstacles S Contact information S Process knowledge S Follow-up Procedures
- 20. Common Obstacles S Contact information S Process Knowledge S Follow up Procedures S Follow Through Cooperation
- 21. Is your circle broken?
- 22. Who?
- 23. Consulting Specialist vs. The Power Grab
Notas do Editor
- The movement of social media through a company relies on each link in the chain being connected to the next. Weak or broken links create obstacles or delays.
- Why it is important - 3 stories
- Does each incoming message have coordinating outgoing messages?
- Ex – your purpose/objective is lead gen and your customers are using it for customer service Do you know if this disconnect exists? Are you listening/monitoring for things other then what you expect? Does your social media manager have the knowledge & tools to manage these contingencies?
- Does the social media manager handle everything or are the inquiries filtered through your company? What does that process look like?
- Who does your social media manager report to? What does your organizational structure look like?
- What does your process look like end to end? Straight line? Circle? Lots of twists and turns?
- Where does your social media manager fit into the process?
- Guide // someone who walks the communication through your company
- Organizational charts / who works where, what they do and how to contact them
- The ability for the social media manager to be proactive in getting information to close the circle
- Does your social media manager get the cooperation he/she needs to follow through and close the circle
- The only real way to tell if social media is making it way through your organization in a unbroken circle is to walk through the process. Taking all contingencies into consideration. Have a checklist or a cheatsheet that shows each path, who is responsible for it and how to make sure it happens.
- We all have biases, especially when the topic is how our organizations work. This evaluation can not really be done with someone who only has social media/marketing/comm experience. A true review that will produce effective analysis requires someone who understands both sides of the equation. Have to be able to understand the expectation of someone who is communicating with your business via social media & understand business process
- Consultants are not always necessary, but in this case, they may be. Any one person, from any one department trying to review the entire circle through the business process can create an appearance of a power grab.