Many organisations take advantage of the one-to-one and one-to-many nature that social media provides. The ability to converse with a number of audiences each with their own tailored messaging and purpose has meant that as a result, organisations are reviewing their social media strategies and introducing bespoke channels for specific audiences such as dedicated customer services channels or creating a more personalised feel with local channels for multi-site organisations.
What is Enterprise Social Media?
Enterprise social media is how a complex organisation with multiple audiences and varied objectives efficiently arranges itself to deliver one-to-one, one-to-many, & many-to-many communication across the digital landscape.
Managing social media across a multi-faceted organisation, whilst capitalising on the opportunities it presents is a challenge many currently face and we expect to see more organisations adopt an enterprise social media strategy throughout 2016.
Therefore we have compiled the five steps on how to adopt an enterprise social media approach, to highlight the many benefits of developing your social media management strategy to maximise efficiency and impact.
5 Steps to Enterprise Social Media Adoption
1) The Strategy
To ensure the adoption of enterprise social media within your organisation is a success, a clear social media strategy needs to be put in place. The first step is to take into account the overall business objectives and draw down the key audiences that you are going to target in order to drive these business objectives forward. This will help shape your approach and identify the infrastructure that you will need to consider. Once the strategy has been developed it needs to be clearly communicated across the organisation to ensure maximum management buy-in thus enabling easier adoption.
2) Team Implementation
Once the strategy is clearly mapped out it is essential that your organisation develops a structured organisational workflow, identifying suitable teams and personnel to execute the social media delivery. A recent report from McKinsey stated that the average worker spends 20% of the workweek looking for internal information or tracking down colleagues who can help with specific tasks. Considering the immediate nature of social media it is essential employees are equipped with the correct information in real-time. Therefore, the use of technology solutions, which provide tiered access and collaboration tools are crucial to your organisations success on social media.
Throughout 2015, we saw many of our clients develop impressive internal structures to optimise their social media delivery. Ranging from leading automotive and leisure clients adopting local social media strategies, which has allowed them to improve customer relationships on a local level whilst central communications effectively manage brand messaging.
In addition to this, there has been an increase in the number of organisations opening dedicated social media customer service channels, with complete integration amongst the customer service team. Find out how our friends at Hyde Housing have upgraded their social media customer care to great affect, with a multi-departmental collaborative approach to their social media delivery.
3) Roles & Responsibilities
Before you embark on your enterprise social media journey it is critical that the teams involved in delivering social media are fully prepared. Social media guidelines and policies need to be put in place to protect not only your staff but also the communities they are engaging with. Roles and responsibilities of each department involved needs to be clearly communicated in order to enhance collaboration and maximise efficiency in delivery.
4) Brand Management
As social media continues to evolve from being a pure marketing channel, and additional departments take ownership of delivery there is a risk that brand messaging can be diluted. To manage this potential risk, social media plans, which provide guidance on tone of voice and key terms/phrases need to be accessible online and processes need to be put in place so that content can be signed off by brand managers. Crisis communication plans also need to be drawn up and made accessible, with controls put in place to restrict access in the event of a crisis ensuring that brand messaging stays on point.
5) Measurement & Analysis
Once the previous four steps are implemented successfully, measurement and analysis is the last (but certainly not the least) step to enterprise social media adoption. Throughout the integration process, specific roles and objectives have been identified, and therefore it is essential to have comprehensive social media analytics and reporting in place to measure key metrics and analyse overall performance:
It is often noted that companies are unsure of what to measure when it comes to social media, and with a recent study stating that only 72% of marketers analysed their social media activities, we have compiled several key social media metrics which will help you make informed decisions to improve overall performance.
- Engagement metrics, including shares, comments and likes are essential to help you understand how your social media messaging is received by your audience. With the ability to measure total engagement metrics you are then able to test which types of content resonate with your audiences the most. The results and knowledge gained from ongoing testing and evaluation will allow you to fine tune your organisations social media delivery to help achieve your objectives.
- Consumption is also a highly important metric. Understanding the number of people your social media is driving towards your website and therefore consuming your content, allows you to gauge the value of your content marketing efforts and can then be integrated with web analytics to calculate conversion.
- Campaign Effectiveness: Whether your marketing team is delivering a seasonal promotion and wants to measure consumption, or customer services want to track a customer care campaign and measure overall engagement, it is essential you have the ability within your social media management platform to create, manage and report on individual campaigns to allow for effective performance evaluation.
As more departments take on the responsibility of managing social media for their specific area of interest, it is important your social media management platform can cater for a wide variety of business objectives.
We expect many more organisations across various industries to adopt an enterprise social media strategy and we look forward to seeing how other departments including product management, research & development and more integrate social media into their every day activities.