The Lead

« Don't Let Tony Hayward Write Your Social Media Policy | Main | Making the Culture Shift to Social Media: A4ward Social Media Strategy »

Is your organization laying track for social media or lying on the track?

Posted by Bob Brin on June 22, 2010 at June 22, 2010 11:26 AM

(Or, a runaway metaphor)

Yesterday we launched our strategic process for social media. We've used it for awhile with clients and it really helps a cross-functional team of communications, marketing, IT, HR and legal folks get on the same train. Mostly it's for the people responsible for communications programs.

But don't think the C-suite or the B-seats (the board) aren't paying attention. We recently presented our A4ward framework to the board of directors for a non-profit. Tom Jollie and I were introduced to the non-profit board as the guys who "will explain the difference between Facebook and Twitter."

"Actually . . . not," I said. "Because that's not what you need to know today. I certainly hope you do get your face on Facebook and maybe even tweet somebody. But what you need to know today is that your organization has a strategy and that it is being implemented across functional and business unit lines. And you also need to know that the plan is more than "Let's put up a Facebook page."

It was like telling a roomful of people that they didn't need molar extractions after all - a collective, executive sigh of relief.

Executives are not into drivel. Many are willing to embrace social media, but it feels soooooo down in the weeds because they see many, many new tools and rules and that spells fragmentation and dilution. They expect that their organization is focused on the things that matter. Most get that it's a new world. They've heard the horror stories. They feel the change a comin'. It's time to show them that we're laying track, not just getting on the ride or, worse, in the way.

Trackback Pings

TrackBack URL for this entry:
http://www.psbblog.com/mt-tb.cgi/263

Comments

Post a comment

Name:

Email Address:

URL:
Remember Me? YesNo

Comments: