GSU - Social Media Alignment within the Organization
SOCIAL MEDIA –DEPARTMENTALALIGNMENT WITHINTHE ORGANIZATIONJake AullGSUSocial Media Marketing2012
TONIGHT’S CLASS TOPICS Dominoes Pizza YouTube videos and case study discussion All departments working together in social media, with customer involvement and feedback, transparently, to cure past problems. Orange Lake case study Strategic business alignment - ‘Principles of of Biz Agility’
TONIGHT’S CLASS TOPICS Who in a company should own social media? Organizational approaches in the era of Web 2.0 Enterprise 2.0: Tech and content sharing Take-aways
ORGANIZATIONAL MANAGEMENT Bottom up vs. top-down The “groundswell” vs. traditional leadership Social Media’s need for executive sponsorship in an org Brand consistency and strategic alignment of departments around a company common SoMe table Agility: IT/products Management Business Alliances and Affiliates
EXAMPLES Poor org alignment and customer-support representation in Twitter (right). Good example: Best Buy’s Blue Shirt Nation (from Li’s Groundswell).
COLLABORATIVE CONTENTWITHIN THE ORG wikis CMSes ERPs MS SharePoint Yammer.com Company.com
TAKE-AWAYS There are many departments within a company (whether corporate- or client-side) who have a viable place at the company table when it comes to social media. All need to be represented (not just marketing) in such discussions. All concerns should be addressed (and agreement achieved). And all departments who utilize outward-facing social media should achieve some brand consistency.