Social Media approaches developed in large, global and complex organizations are useful guides to developing successful strategies for social media. These types of organizations tend to focus on, and be proficient in, a number of areas that have major implications for how they conduct their business. They can be divided into the following key areas.
Organization
Bring people together, especially in complex organizations with multi-business divisions, varied functions and different geographies, to collaborate, share best practice and pursue joint initiatives.
Strategy
Develop a coherent and concerted strategy that makes sense for the business and its desired consumers while ensuring that it is relevant to the individual characteristics of each social network.
Process
Establish processes and utilize the same type of rigour that would be applied to other media channels.
Content
Devise an approach to content pertinent to your business requirements and brand personality while being compelling for consumers.
Insight
Institute an approach to research and tools: metrics that are relevant to your business and the tools to help deliver it.
Investment
Plan for committed investment since social media should no longer be viewed as an adjunct to PR activities or a footnote on a media schedule.
Culture
Ensure that the company is infused with the recognition that social media is an essential element of doing business and communicating with customers.
Innovation
Keep in tune with the rapidly changing social media landscape: social networks are continually changing, new tools are being developed and, of course, new consumer behaviors are emerging.
Talent
Identify people with the right specialist skills to build effective social media teams. The roles required in-house can be diverse.
Partners
Select the right partners since not everything can be managed internally – nor would it be desirable or commercially viable to do so.