When your company has multiple social media teams dedicated to various product lines, business units, and languages, you are most likely doing social media marketing for your business.
Your team is more like a group of small teams subdivided into professionals, rather than a team.
Corporate social media teams face an ongoing challenge: integrating with the rest of the digital marketing strategy. Expanding social strategies means maintaining consistency in message delivery and content even as things become more complicated.
In order to learn more about how corporate social media teams initiate integrated social media strategies, Christina Martin is a digital marketer who is a national registered investment consultant. Martin has experience in managing multinational social media projects and on-site social media projects.
Here are three tips Martin can help when launching a corporate social media strategy:
1. Structure by Market
Martin said that building a team based on the target market is the most effective way to build a social plan. "Knowing local customers is the key to social networking because you are in conversation with customers and potential customers," Martin said. She suggests that if you want to localize content, you may sometimes need a local agency, because the image and tone may vary from region to region.
2. Build a Centralized Governance Plan
“These decentralized teams should operate under a centralized governance plan, developed and administered by a centralized team,” Martin says.
This is critical for organizations that are bound by regulations and can greatly improve consistency in messaging. The central team, Martin explains, approves any and all social media channels that are launched and manage all the administrative processes of social, like passwords and usernames.
Martin says that a central governance plan for social should include:
- The “rules” of the page, including the service level (frequency and different types of content) for posting content, to avoid abandoning social networks
- Crisis management, including response and escalation plans
- The level of social customer care service in response to inquiries
- Central process for working with customer service to resolve comments/issues
- Consistent reporting to ensure that the channel executes in accordance with established KPIs
- The onboarding plan supported by local agents also helps local marketing teams to review potential service providers
3. For Better Integration, Create a Committee
"I find that corporate steering committees are a great way to break silos," Martin said. This means cross-functional and identifying stakeholders in social media, from legal and security to corporate communications and public relations.
"Communicate why every stakeholder is invited to the meeting and have a complete RACI chart (responsible, responsible, consultative, informed) to ensure that everyone knows what is expected of them by sitting on the social media steering committee ."
Every key function should be included in the committee, so there are stakeholders who represent the goals of each team.
Analytics & Accountability
Once you’ve launched an enterprise social media strategy that is integrated with every team, you can start thinking about how to track results from a micro and macro level. But what tools should you use? And what kinds of things can you do to make sure every team is on the same page? Watch the recording of our Enterprise Social Media webinar below to find out more!