I think most marketers realize that social isn’t going away and they need to plan to incorporate it into their overall marketing strategy. Marketers also know that adding social means more work for their existing staffs.
One of the biggest issues is push back from others within the organization. While marketing may be in charge of social media, it doesn’t mean they have to carry the entire load. I recently read an article by Stephanie Shkolnik in Social Media Examiner that outlines suggestions on why to get employees involved. Here are some highlights:
- Define the end goal - like any other initiative, we need to define objectives on what we’re trying to accomplish and how we are going to measure its success.
- Create a task force - whether you’re a one-man band marketing department or have a big staff, you need to get others involved and they can and should come from other departments. Tap into sales, customer service, engineering, R&D and general management to be part of the process.
- Develop a strategy - that will involve the whole company.
- Be consistent - hold regular meetings with the team and track your progress.
If you get others involved and explain what the goal is, it will become easier to get others on board and share the responsibility.