We are now 10+ years down the line with social media and yet I still come across people and businesses who haven’t quite understood that social media needs some focus when it comes to systems.
More often than not one person has been “gifted” with the job of “looking after social media” in the business…and the rest of the team get on with their jobs.
I’m here to be the reality check: social media affects everyone in the business and it’s a collaborative process.
This means that this lonely person is not the VOICE of your business, they are responsible for helping you convey the message of course, but the ultimate origination of the message doesn’t necessarily come from him or her.
Things to remember if YOU are the social media manager:
- Content contribution should come from across the business (sales, marketing, service deliverers, product producers, customer service team, and any other departments you may have) – so everyone needs to be enrolled and engaged in the process
- There are layers to the “social media” job:
- Social media strategy and game planning
- Content sourcing (internal and external)
- Crafting and creating content (drafting what the stories and content will look like)
- Distributing the content on the agreed platforms (in line with purpose and angle outlined in strategy)
- Measuring activity and monitoring progress
- Evolving the strategy based on feedback and shifts in platform development
- The person tasked with looking after social media – needs constant support and a backing from senior management to have the authority to request content and interaction from the rest of the team
Here are my five, experience proven teamwork tips for social media managers:
1. Content Elicitation Methods
How to get information from your thought leaders / content contributors in your business.
Find out what works best for them:
- Sitting face to face with them for 15mins twice a month (make notes, go away and then get them to approve final version of the content)
- Give them prompting questions or points (they choose one) – then they speak into a Dictaphone (or similar phone app) and talk out their thoughts…they email it to you, get it transcribed (then you tidy and get approved)
- Give the contributor a deadline and send them an email with a couple of questions which they just reply back and answer (then you draft up, tidy and get approved)
2. A social media slot in staff meetings
Ensure that there is a social media segment in any staff meetings going forward (whether they are weekly or monthly)
- Get people in the habit of sharing something in that meeting that can be shared on social media (a win, success, good feedback from a client, a brilliant new client idea, etc)
- Share some successes attributed to social media (client introductions received, customer service provided, new business development, new connections made, etc.)
3. Try and avoid email as a way to communicate internally about social media
Make use of the social media tools to encourage usage of the platform – for example create a Facebook Group which you can keep closed and personal to your team and use it as a space to get ideas from everyone. Use it as a place to share common knowledge that you would like the team to have. You could also upload files, pictures and create events on the Group – use these to engage your internal audience as much as you can. You could also create a private Twitter account which all the staff follow and then use this as a quick way to get information to them – especially if you want them to share anything or direct them to the company Twitter account to look at something
There are also many ESN (enterprise social network) software tools out there that you could use as well. Keep your communication within a closed network – and outside of your normal inbox.
4. Integrate social media into existing systems
For example for new client take-on processes, make sure that you ask for their social media accounts and you ensure that your company Twitter account (for example) follows new clients and adds them to a Client List. Tweet them and say hello. This helps to drive clients to use these tools for communicating…and teach your staff to ask about social media.
5. Have a big annual event that is massive social media collateral
Discuss this amongst your team and choose a big event each year (charity drive, team challenge, client entertaining event, etc) – and brainstorm how you can utilise social media to drive attention to it; engage the face to face audience at the event in your social media accounts, etc. This is a big opportunity to draw a big influx of social interaction mixed with offline activity – and grow your following and get your team excited about social. (Once they “get” how viral and exciting it can be…you will get more help from them.)
Hopefully this has given you some ideas on how to work towards more collaboration within your team in terms of procuring content, managing accounts and driving your social media strategy.