The document provides insights from Shannon Paul, a social media strategist, emphasizing the challenges and lessons learned in managing social media for companies. Key insights include the importance of understanding search in relation to social media, the need for defined workflows, and the necessity for legal planning. Additionally, it highlights that social media management requires a hybrid skill set and collaboration across teams to be effective.

1. An Insider’s PerspectiveInsights and Lessons From Managing Social MediaShannon Paul, Social Media Strategist

2. About MeSocial Media and Search Manager at Blue Cross Blue Shield of MichiganExperience managing social media marketing and communications for companies in the financial services, lifestyle and professional sports industries

3. Social media is still not well understood Insight #1

4. 70% of All Companies Ban Access to Social Networking Sites

5. Even Experts are Unsure About ROI Measurement

6. Demand for Social Media Skills Continues to Rise: Up 94percent since 2010

7. Confused Yet?

8. Case Studies are overratedInsight #2

9. Chrysler Wins YouTube’s Super Bowl Ad Blitz Contest, Receives More than 47 Million Views in the First 30 Hours

10. Search Volume for Chrysler 200 Spike in Activity After the “Imported From Detroit” Commercial Airs During the Super Bowl

11. Chrysler’s Website Featured the Video on its Home Page

12. Was the Campaign Goal to Get YouTube Views?Tweets and other social media posts linked to the video on YouTube Paid search ads on Google linked to the video on YouTubeResource: Search Engine Land Scoring the Super Bowl Commercials for Search Visibility and Visitor Engagement by Vanessa Foxhttp://searchengineland.com/scoring-the-2011-super-bowl-commercials-for-search-visibility-and-visitor-engagement-63672

13. What About Chrysler’s Website?What if someone on Twitter, or YouTube, or Facebook REALLY wanted to learn more about the car?

14. Search mattersInsight #3

15. Search is One of the Best Indicators of Consumer Intent

16. Search is Also Not Well UnderstoodMany enterprise technology infrastructures do not support search engine optimization best practicesWeb designers and developers are often not well versed in searchDeveloping keyword-rich content will not solve the problem if you have infrastructure woesSEO best practices boost social performance and vice versaSocial media professionals should learn about search: the Internet still runs on search

17. The real work starts after you get executive buy-inInsight #4

18. ‘Happily Ever After’ is For Fairy TalesReal social strategists get to work building processes and establishing patterns of escalation and workflow

19. Are You Up For the Challenge?56% of companies engaged in social media do not have defined workflow and response processesResource: Jeremiah Owyang, Altimeter Report: Social Readiness: How Advanced Companies Prepare http://www.socialmediaexplorer.com/social-media-marketing/social-readiness-report/

20. Legal is your friendInsight #5

21. How Lawyers Think

22. Recipe for Success with LegalExplain exactly what you want to doand how you plan to do itThis does not mean telling legal you want to “get the company on Facebook” – this is not a planExplain exactly what you need from themDisclaimer for known risksTerms and conditionsResearch and identify potential risksExplain the reason/reward to the company for your activityExplain the opportunity risk of NOT doing what you propose

23. Forget your faqInsight #6

24. You Must Really Care About Your Customers and Your Company to Effectively Engage in Social Media Because Finding Answers to Real Questions is Complicated

25. Social media magnifies your inability to market onlineInsight #7

26. Social Media Demands More from Your Website IF You Care About ROILanding pages aka bridge pages help create context for users of search and social mediaSocial media conversation without establishing a path for deeper engagement is just chit chatYou don’t need to pitch people when you have clear, relevant paths of interesting content

27. Where Am I? Bringing people from Facebook or Twitter to your corporate website home page is probably disorienting for visitors

28. Social media is not freeInsight #8

29. Free is Not Sustainable

30. How to BudgetFocus on support for planning and programming day-to-day activitiesBlog content calendar development and managementConversation starters for social relationship buildingPartners, not vendors – avoid consultants who offer to manage your entire social media presenceAvoid building your budget around one-off campaigns that do not accrue to your strategyAlign social media goals with corporate goals: make the case for owning a portion of the overall budget for that initiative

31. Social media management is a hybrid disciplineInsight #9

32. Two Skillsets, One DisciplineContent and Community Engages with audiencesDevelops online content, content strategies and editorial calendarsMonitors and responds to others via social mediaIdentifies opportunities for proactive engagement and relationship buildingAnalytics and TechnologyImplements tools for tracking social engagement, clicks and conversionsAnalyzes social media data and works with other teams to integrate findings into existing reports for customer feedback, market research, etc. Configures and maintains social applications

33. You need a teamInsight #10

34. Grow Your TeamYou will need to partner with others in your organization to make things happen even when they don’t report to you or anyone else in your departmentSometimes You Even Partner With Customers

35. I love what I doInsight #11

36. Blue Cross Blue Shield of Michigan Social MediaA Healthier Michiganhttp://www.ahealthiermichigan.orgBlues Perspectiveshttp://bcbsmblog.comTwitterhttp://twitter.com/bcbsmhttp://twitter.com/HealthierMIFacebookhttp://facebook.com/bcbsmhttp://facebook.com/HealthierMILinkedInLeading Michigan to a Healthier Futurehttp://linkd.in/LeadingMI

37. Thank YouConnect with me:@ShannonPaulhttp://www.linkedin.com/in/shannonpaulhttp://facebook.com/shannonpaulRead my Blog:http://VeryOfficialBlog.com