Social Media can be implemented across the organization at departmental levels and ideally with a model where everyone within the organization is empowered to speak on behalf of his organization. The holistic planning for social media within organizations will cover the following key business aspects.
This is one of the departments that have been fundamentally disrupted by social media. How businesses communicate to their consumers has today taken a social turn because consumers are now spending more of their time in these social circles and to reach them, companies need to be speaking in these very channels.
The impacts of social media are also very far reaching to marketing. Marketing has had to become an enabler as anyone who participates in the company with social is now acting on behalf of the company to market it in the channels their respective social channels.
Whether it’s virtual or physical, events need to develop a strategy around social. Event teams need a pre, during, and post strategy, and need to join communities where they exist. Events are really great content opportunities for corporations today as they provide opportune platforms to engage stakeholders’ constructively.
Sales teams have always been social, now these tools amplify their relationships with their clients. Marketing teams can work very well with sales teams to make sales happen in the various social channels that they engage. Internal communications must be really good also for this take off.
Systems that organize customer data need to quickly ramp up and include social data. Information found in LinkedIn, and other social networks can be aggregated into customer databases such as CRM systems. This will be a critical factor in the future of businesses as more people opt to communicate via social media than through the more traditional channels like email.
HR professionals know they must build internal communities to allow and encourage employees to connect to each other. They also should extend existing behaviour guidelines or disclosure policies to include the social domain before a crisis emerges. Recruiters have been using social tools to find candidates such as LinkedIn, Google, and scanning blogs. Now, through Glassdoor.com, employees can rate their experience at an employer and gauge the quality of leadership.
Engineering, R&D, and other product or service creation teams recognize that customers are talking about their products and making suggestions in websites such as UserVoice, or LinkedIn or Yahoo answers and need to envelope customer feedback and factor into the product lifecycle.
Client service teams must reach customers where they are to support customers, as well as use social tools within their own companies to provide an opportunity for customers to self-support each other, or develop a collaborative knowledge base that can be shared between customers and support teams. Support teams should fix their existing support issues –not just respond in Twitter as it teaches customers bad habits.
Often the job of great leaders is to listen and communicate. Social Media tools amplify each of these behaviors and can be used to listen to employee and market insight, as well as communicate back to them.