HOW TO: Implement a Social Media Business Strategy http://mashable.

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About 18 days ago Sharlyn Lauby View Comments

HOW TO: Implement a Social Media Business

Strategy
Sharlyn Lauby is the president of Internal Talent Management (ITM) which specializes in employee training and human
resources consulting. She authors a blog at hrbartender.com.

Over the past few months, we’ve talked about whether you should have a social media policy and what should be included
in that policy. It only seems logical to discuss the next step in the process, which is what to consider when implementing a
social media strategy in your workplace.

Just having a policy isn’t good enough — you need a plan to put it in place. Here are five areas to discuss when
implementing a social media strategy.

1. Determine Your Objective

Luis Ramos, CEO of The Network, reminds us that creating a social media strategy is a complex exercise because “it
includes not only looking inside the organization to establish appropriate practices, usage policies and content parameters,
but it also includes looking outside the organization to determine the proper degree of engagement.”

Figure out why you’re getting on the social media bandwagon and what you want to accomplish with it. This step is
absolutely necessary if you plan to measure ROI or develop your own internal metrics tracking.

When General Motors put together their social media strategy, they had some specific objectives they wanted to
accomplish. Christopher Barger, director of global social media at General Motors, outlined the following:

A. Become more responsive to people/consumer audiences

B. Incorporate audience/consumer feedback into your organization more quickly and effectively than has
happened traditionally
C. Make your brand a little more “human” to the outside world, and show people the smarts, personality
and passion of the people behind your logo
D. Increase awareness of the strength of your current product lineup, and provide perspective/accurate
information about your company

The other benefit of defining objectives is that they can guide the timetable for implementation. I can’t tell you how many
times I’ve seen an organization’s list of objectives and knew there was no way they could implement everything at once or in
the timeframe they intended. Having well-defined objectives can assist in prioritization and creating the best way to phase-in
a social media strategy.

Developing objectives and a timetable could also prompt a conversation about content management. Ramos suggests
including in the strategy the position
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HOW TO: Implement a Social Media Business Strategy http://mashable.com/2009/12/28/social-media-business-strategy/

have grand plans of updating content on a regular basis only to quickly run out of topics, leaving content to become stale. As
a best practice, a specific employee is typically assigned to create and manage the company’s social media pages, so
he/she can respond to messages and questions within 24 hours.”

2. Find an Internal Evangelist

This is a constant source of discussion right now on the Internet, but the bottom line is, some department needs to “own”
social media. Lots of departments might be consulted when it comes to decision making, but ultimately someone has to be
held accountable for the outcomes.

Which department ultimately gets the responsibility could be dependent upon the size of your organization and corporate
culture. For example, Barger says social media at General Motors is “owned within the communications team, reporting up
through the Vice President of Communications, who reports directly to the Chairman/CEO. Social media leadership has a
seat at the communications leadership table and acts as an integral part of the larger corporate communications function.”

Smaller organizations might not have that amount of structure, so responsibility might simply fall to sales or marketing.

Another option to consider is using external resources (i.e. consultants) for certain aspects of the strategy and internal
resources for the rest. Barger explains, “We use internal resources whenever possible; given that two of GM’s main goals
are to become more responsive to the public and to incorporate insight back into the organization, these are things we can
only effectively do if it is our team who are engaged. We use agency partners for monitoring/measurement, for identifying
new opportunities and new influencers for us to reach out to, for video production, and for counsel on tactics/strategy.”

3. Consider Your Employees

This is a biggie. Organizations need to understand their employees’ level of knowledge and interest. Offer training.

And one noteworthy item for non-profits is to think about your volunteer base. Diane Gomez, public relations manager for
the Public Relations Society of America (PRSA), mentions that not only is PRSA staff involved, but volunteers are as well.
“This includes monitoring and interacting with members (and nonmembers) who reach out to us via these channels, and is in
addition to pushing out information of interest to our members.”

In addition to posting GM’s social media policy, Barger explains several things the company did to convey the company’s
approach. “We posted a 45-minute ‘Social Media 101’ interactive training course on the intranet that gives employees the
basics on how/why/where to engage in social media. Additionally, we developed a ‘201’ level ‘train-the-trainer’ course that
introduces more complete tools and tips. Those who’ve taken this course are authorized to train others within their
departments on the basics of social media. Finally, we have an internal blog, ‘Making Conversation,’ that focuses on sharing
lessons we’re learning through social media outreach.”

Though she’s the president of a smaller firm, Crystal Kendrick used a similar approach with The Voice of Your Customer.
“Our employees are very social media savvy and understand how to technically use the sites. We discussed the spirit of the
policy and reviewed examples of ineffective social media policies. Training for our employees focused on the strategic and
professional applications of the social media sites. We use ‘key word rich’ content, approved messages and in some cases,
scheduled time for posting.”

Gomez added they are encouraging staff to participate in social media on behalf of the organization. “We are looking to
establish an overall strategy that departments will follow when deciding when and how to use social media.” I’ve found many
companies developing job aids, such as flow charts or decision trees, to help employees determine when and how to
respond to blogs and
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4. Check Your Tech

While most social media doesn’t need a huge technology investment, you should still take a look at the technology
capabilities of your company and make sure the system can support the strategy.

As Ramos reminds us, this includes making sure social media applications aren’t hidden behind firewalls. “Before any social
media components are engaged, there needs to be an understanding across the organization of the following:

- Who will have access to the sites?

- Are there any firewalls that would prevent access?
- What are the rules about time spent and content posted on the sites?

He adds, “Due to some of the technology access restrictions, some organizations have opted to build their own internal
technology to offer social media type forums without the complexities of changing firewalls or altering access rules. This
also allows further features like locking down postings to help control inappropriate content.”

Kendrick took a different approach to the issue of employee time on social media applications by creating “social media
breaks that are very similar to smoke breaks.”

5. Listen First

A lot can be learned by watching others. Don’t be afraid to ask questions on and offline so you can learn more.

Barger encourages companies to remember “that few ideas should be rejected out of hand; not everything is going to work,
but in 95% of the cases, even if something doesn’t work there is value to be gained and lessons to be learned from the
‘failure.’ The only exceptions to this rule are efforts that would contradict the basic etiquette and/or rules of social media –
transparency, openness, authenticity, and avoiding ‘pure traditional marketing’ plays, etc.”

According to Kendrick, “The first few weeks were a bit hectic.” Like GM, they began to share best practices among
employees, identify expert users to follow and recommend connections. She notes, “We matched our target customers to
the demographics of our connections and identified gaps in our networks. From there, we began to focus on making
connections with persons in target companies, industries and geographic regions and joined groups and lists of industry
groups to ensure that we maximized our exposure and business opportunities.”

Conclusion

During 2010, more companies are expected to explore and engage in social media activities. While some might categorize
using a social networking application as easy, that doesn’t mean developing a strategy is simple. Proper planning and
execution is the key to integrating social media into your organization.

What are some other key factors in developing a social media strategy? Be sure to post your ideas in the comments below.

More business resources from Mashable:

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View Comments
Newer Comments »
1. experienceadvertising Monday 28,
2009 @ 3:34 pm

Great post!

2. Sharlyn Lauby Monday 28,

2009 @ 3:45 pm

Thanks for the nice words. Have a wonderful New Year's!

3. Alchemipedia Monday 28,

2009 @ 3:50 pm

Interesting post. This will certainly help the consumer, and also the business if it provides good services and
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HOW TO: Implement a Social Media Business Strategy http://mashable.com/2009/12/28/social-media-business-strategy/

If the business provides poor quality aftercare or has an abysmal complaints record, then problems may be amplified
through this social media communication portal.

4. Sharlyn Lauby Monday 28,

2009 @ 3:58 pm

Thanks for the comment. I agree companies need to consider how they are perceived by consumers in their
strategy.

5. vvkempo Monday 28,

2009 @ 4:04 pm

OK this is making pretty good sense to me. Excellent tips dude.

Jess
http://www.Ultimate-Privacy.net

6. Tyson Williams Monday 28,

2009 @ 4:07 pm

Great article, I really like point number five about listening first, some companies do not bother to do that…

7. nancypub Monday 28,

2009 @ 4:09 pm

Great points here, Sharlyn. Especially the internal employee training suggestion.

8. Dror Orbach Monday 28,

2009 @ 4:09 pm

Informative post and some interesting examples from GM. I'd add that social media presents an organization with a
relatively new set of tools and personal connections that can help it achieve its objectives. The social media strategy
is just a component of the business strategy, and to be effectively implemented – it also needs to consider integration
into the day-to-day processes and tools used by the business. While dedicated employees may be part of
implementing the strategy for larger businesses – it's important not to forget how they, and the tools they use, need
to become part of the way the business ticks.

9. Caleb @ Save the Cups Monday 28,

2009 @ 4:27 pm

Listen first is a biggie. I don't think a lot of companies have the patience to do that, unfortunately.

Fantastic read.

10. KatThis Week's Best Indie Music

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2009 @ 4:35 pm

Really good stuff, Sharlyn. I especially like how you've mentioned the role training and HR can play in a
comprehensive corporate SM strategy.

In a previous work life, I worked in training for the US Air Force–and it reminded me of what a big (and underrated)
advantage having a commitment to ongoing professional development training can have for an organization.

11. Anthony Bynoe Monday 28,

2009 @ 5:12 pm

Interesting post.
The trend for the past 12 months for most companies was blocking access to facebook and twitter, while
establishing a small presence on those very sites.
Albeit their very presence didn't include engagement with consumers, after all, if a company thinks social media is a
distraction to productivity, how the hell can they have a genuine meaningful social media business strategy?

12. Jeremiah Staes Monday 28,

2009 @ 5:17 pm

Great overview.. but in practice, I think one of the biggest barriers in implementing SM in companies is culture.

Many companies are hiring people to do this work (either consultants or bringing someone into the fold), but the
internal resistance – many times, by the people who hired the folks – is high. I've seen multiple instances now where
someone who is very bright is brought in for their ideas, but then, is promptly not listened to or told “That's not how
we do it here, adjust your strategy” and then it becomes a big box of fail as the company tries to make social media
a broadcast channel, and the people working on the project become quickly disillusioned.

How do you feel one should deal with the culture gap and the insecurity many companies have around even the most
basic of 2-way interactions?

13. grahamlubie Monday 28,

2009 @ 5:34 pm

Very interesting Social Marketing Framework – Nice Work. Here is an overview diagram for a comprehensive Social
Marketing Frameworks that provides Objectives, Measures, Tools, etc. for structuring new and steady state social
marketing initiatives: http://bit.ly/5yBJfW It is available under the Creative Commons license.

14. Kim Randall Monday 28,

2009 @ 5:35 pm

Great post!

15. Sharlyn Lauby Monday 28,

2009 @ 5:45 pm

Thanks!
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16. Sharlyn Lauby Monday 28,

2009 @ 5:46 pm

I agree and it's probably the most important…listening.

17. Sharlyn Lauby Monday 28,

2009 @ 5:47 pm

Thank you. GM offered some great training examples in this post.

18. ttownsend Monday 28,

2009 @ 5:48 pm

Right on track again. Along with your Social Media Reading list, this hits home to the business community. SMB's
need to really look closely into this in 2010. We are making recommendations that are right in line here. Currently
reading the final chapter of Six Pixels of Separation by Mitch Joel, very good read. Thanks Mashable for great and
insightful information that will help move by business to the next level in 2010.

19. Sharlyn Lauby Monday 28,

2009 @ 5:49 pm

Totally agree…social media is a part of the business strategy. And, hopefully is being discussed during strategic
planning, operational planning, etc. Thanks for the comment!

20. Sharlyn Lauby Monday 28,

2009 @ 5:50 pm

Thanks for the kind words. Listening is such a big component to business in general – whether it's on the web or in
person. You can really tell the companies that get it right.

21. Sharlyn Lauby Monday 28,

2009 @ 5:52 pm

We're on the same page. An organization's employees can make them or break them. Training and professional
development are key.

22. marykurek Monday 28,

2009 @ 5:56 pm

Nice post -I've RT'd on Twitter and plan to share it in the next issue of The Ideal Chamber newsletter – good info for
non profits as well.

23. Sarah Allen Monday 28,

This@
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I'm not in business, but as a student hoping to one day be a published author, I still find your posts incredibly useful.
In today's publishing world, authors must do whatever they can for their own publicity in order for successful book
sales, and a social media strategy is one of the best ways to accomplish this. Your advice on using social media is
very useful in my efforts to get the word out about my books and other creative projects. Thanks!

Sarah Allen
(my creative writing blog)

24. Sharlyn Lauby Monday 28,

2009 @ 6:28 pm

It's a valid point. My thought is employee's have access to social networking applications via their mobile phones…so
why block computer access?

25. Sharlyn Lauby Monday 28,

2009 @ 6:40 pm

Thanks for the question. Like you, I do see the apprehension some companies have regarding social media and
wrote about some of them in previous posts. Most of it involves “what happens if something goes wrong?” I try to
focus on the positives – but that doesn't mean you shouldn't plan for challenges along the way.

Changes in culture and overcoming insecurities take time. They also take positive experiences. Hopefully as more
success stories are shared, people will be more willing to explore the benefits that having a social media strategy
can offer.

26. mikebensonn Monday 28,

2009 @ 7:01 pm

electronic Word of mouth is the marketing thing of the future.

27. AJ Monday 28,

2009 @ 7:02 pm

Excellent post, Sharlyn! As the social media manager for our company, I completely agree that “proper planning and
execution is the key to integrating social media into your organization.” Whether you're a small or large organization
(or even on a personal level), one thing that's important is to get started — after following/implementing these 5
steps. Too often, some get lost in the planning phase with meeting after meeting on tracking, ROI (which is
important), 3rd-party tools to use, content management, policy, etc.

2010 looks to be exceptional — Have a great New Year's!

28. calebgalaraga Monday 28,

2009 @ 7:08 pm

In-house training is definitely necessary. The issue here is, if internal sentiment within the company is already
negative, how will you implement a strategy that does not deal with fundamentals? I believe and trust in the power of
social media for business, but unless a company can ensure that it's word-of-mouth within is healthy and its
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29. Sharlyn Lauby Monday 28,

2009 @ 7:09 pm

Thanks for sharing!

30. Sharlyn Lauby Monday 28,

2009 @ 7:10 pm

Thanks.

31. Sharlyn Lauby Monday 28,

2009 @ 7:10 pm

Thanks for the kind words (and the book recommendation!)

32. Sharlyn Lauby Monday 28,

2009 @ 7:11 pm

Most appreciated!

33. Sharlyn Lauby Monday 28,

2009 @ 7:12 pm

I'm glad you find the posts helpful. Thanks for commenting.

34. dukekun Monday 28,

2009 @ 9:29 pm

I agree. It sets up a higher value (of the company/product) for the customer (consumer). Hard part is getting the right
people to handle it though as it could cause more harm than good with the wrong driver. Great tips, Sharlyn. Happy
Holidays!

35. Sharlyn Lauby Tuesday 29,

2009 @ 12:33 am

Spot on. But isn't that always the case…

Thanks for the comment. Have a wonderful New Year's!

36. Anthony Bynoe Tuesday 29,

2009 @ 2:42 am

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37. Rendy Tuesday 29,

2009 @ 3:02 am

I agree with you. Businesses need to be guided to say the rights things at the right place at the right time. And this is
made possible with hosted social marketing solutions. Great potential there.

38. Rendy Tuesday 29,

2009 @ 3:12 am

Yeah! Social Media is all about supporting the business. Putting you ahead of the competition is a need. Like I
mentioned in my earlier comment hosted social marketing solutions is the way to go. A one stop to all the marketing
tools you need.

39. Rendy Tuesday 29,

2009 @ 3:16 am

You have a valid point there. It is a social phenomenon that companies have to learn to accept.

40. Rendy Tuesday 29,

2009 @ 3:20 am

Thank you for highlighting that to us Sharlyn. Definitely companies will face issues along the way when it comes to
change. Change is progression and not distraction.

41. Sharlyn Lauby Tuesday 29,

2009 @ 11:28 am

True – many workplaces do have cell phone policies. And, I wouldn't suggest anyone violate their company policies.

But it's easy to get access to mobile phones during breaks, whatever. Hopefully organizations are trying to leverage
the use of mobile versus spending alot of time policing it.

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