This week, I had the pleasure of being interviewed on #mmchat (episode 68). We talked about social media (social business) integration, which is a pretty crucial topic. Pushing content through social media channels and setting up monitoring practices is the easy part. Making it all work and flow across an organization is where the real difficulties arise.
For almost every company adopting social media, the biggest challenge is not a lack of great ideas or social media expertise, but rather a lack of change management planning and execution. (Theory, presentations and case studies are great, but making someone else’s stories actually work for a business, that’s where the rubber really meets the road – or doesn’t, for the most part.)
Here were the questions:
Q1: So our topic tonight is on Social Media Alignment in organizations, can you describe your view on what this means?
Q2: [In reference to social media] what are some of the negative consequences experienced by organizations that are not aligned?
Q3: How should organizations begin when it comes to aligning their social media efforts with the rest of the business? Who should lead this initiative and how?
Q4: Are there specific steps required to align social networking within organizations?
Q5: Once alignment is achieved, can it be easily scaled or are there suggestions you can male to facilitate this process?
Q6: Are there different challenges & solutions for trying to align around the world in global organizations?
Q7: How does a company know when they have succeeded in the alignment quest? What are some of the major signs and benefits?
Because of the short amount of time allotted to the chat and the limited 140-character format, my answers and ensuing discussion don’t get super in-depth, but that comes with an advantage: They are VERY accessible. Even if you are still unsure how to effectively plug social media into a company so it doesn’t end up being just a marketing add-on, you will understand the fundamental principles covered here.
To access the chat’s full transcript, click here.
For a far more in-depth look into how to actually plug social media into a business (large or small), grab yourself a copy of Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que/Pearson).
It isn’t a “social media” book. It is a management book that focuses on social media for business. Big difference. If you aren’t sure that it is for you, download a free chapter here, then make up your mind.
Very special thanks to @thesocialcmo and @karimacatherine for hosting the #chat.