This document discusses the need for organizations to develop a social media architecture and blueprint to coordinate their online presence across different platforms. It advocates designing an organization "around sociality and social technologies" with cross-functional teams focused on social media. The document presents a model for a "social business council" and "center of excellence" to oversee standards, training, and community management to bring coherence and connectivity across isolated social media campaigns and sites.

1. Joshua-Michéle Ross
@jmichele
Director, Digital Strategy, Europe
Fleishman Hillard

2. The Widow
The Architect
The Engineer

6. Campaigns leading nowhere…
A maze of isolated sites with no
connection…
Abandoned “rooms” haunted by ghosts
of customers past…

8. 15+ WSJ Print
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9. 15+ CNET.com NYTimes.com CNN.com AP.com WSJ Print
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17. Terms of success will shift from “pages”
and campaigns to coordination and
connectivity
In order to get there we need a social
media architecture

18. Unitas, Firmitas, Venustasis

19. UTILITY
DURABILITY
BEAUTY

20.  Astructure that brings harmony, utility
and durability to the diverse elements of
an organization’s social media presence

21. What is my current blueprint?
What communities will I serve?
What needs will I focus on?
What is our “Link and Like” structure
How do I design for durability?

23. Shared passion, concern or direct need
Language
Locality, cultural bias

24. Be Inspired, Entertained
Earn Status
Learn
Get Support
Be Rewarded

25. Your social site map
Describes how customers navigate
(link) across social media properties and
find the communities where they belong
(like)

26. Provide a single, simple checklist
Objective
Unique community
Needs focus
Content commitment
Service level agreements
Empower those closest to the community

27. Conway’s Law

28. “Organizations which design systems are
constrained to produce designs which are
copies of the communication structures of
these organizations”

29. A fragmented, “inside-out” organization without
a coherent approach

30. “An organization consciously designed
around sociality and social technologies”
-Stowe Boyd

31. Cross-Disciplinary Executives make decisions,
Social Business Council foster cross-functional collaboration, fund
initiatives
Oversees the brand
Center of Excellence Editorial Board as a conversation
Standards and practices
(people, process, tech),
recommendations to SBC Social Media Content Community
Outreach Planning Management
Brand-Specific
What official reps
Official Guidelines Certification should know
What everyone should
General Guidelines Digital IQ Training know about social
media
Vision/Purpose Identity and
Code of Conduct Core Values

32. “An organization consciously designed
around sociality and social technologies”

34. @jmichele
www.opposableplanets.com