Improving Your Company’s Social Media Integration

Forbes.com has spoken: Social media works. The finance magazine reported in a September blog post that “the value of social media is no longer in doubt” when it comes to growing a company’s sales and engaging customers.

In fact, the article quotes CMOSurvey.org as saying that social media spending should more than double between 2012 and 2017 to 18.8 percent of all spending on marketing. Social media now accounts for 7.6 percent of total marketing spending.

Yet, the article continues, “only 6.8 percent of CMOs said their organization does a very good job integrating social media with the rest of their firm’s marketing strategy; 16.7 percent say social media is not at all integrated.”

Don’t let the power of social media go to waste at your company. Follow the tips below (as suggested by the Forbes.com blog post) to help your firm integrate its social media efforts.

Don’t let just one department be in charge of your firm’s social media efforts. The article calls this a “silo” and it does nothing to make your employees feel they’re a part of your social media efforts. If they don’t feel they’re a part of it and don’t embrace it, your social media efforts, according to the article, could just “limp along.”

Another mistake too many companies make is to almost completely outsource their social media. This can be a wise thing to do, especially if you have no one on staff who is up-to-the-minute savvy with the constant changes inherent in social media. But to hire an outside person or firm to manage it for you without you any “internal participation” is a recipe for “generic execution and lousy results,” according to the article.

Another no-no is to limit your employee’s participation on social media rather than welcoming it and even encouraging it. “Because of the fear that a rogue employee might tweet something off message, tremendous value is left on the table,” the blog post states.

Instead, try the following:

  • Place social media in your firm’s marketing department, rather than in the IT department or its own department
  • Offer training to your company’s employees so that they can see how social media works and how they can play a part.
  • Don’t outsource your social media efforts entirely; make sure you have one or even two people on the inside who are dedicated to it.Make sure your social media and marketing employees report to the same individual.

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