OK so this may not come as a shock to you as almost everyone and their cat has written a post on their blog in regards to Social Media in an organization and where it fits, but I would like to think that this one will be a little different. I am going to include examples from a company I previously worked for that currently does not use Web 2.0 but more along the lines of a Web 1.5 strategy. Guess I should explain Web 1.5. I see Web 1.5 as when a company is on social media, or at least a few of the sites, and does not interact with the fans. HTC is a great example of that. You look on the wall and there are many people talking to HTC but no response. This is what people in the business call, bad social media marketing.

So to start with where social media fits in an organization you do have to look at the company. The one I worked for was a large private technical school. Currently they have a Facebook and Myspace page but that is as far as it goes (Yes MySpace still fits with their demographic). Unfortunately they only use these pages as a sounding board for whatever they are doing. Many fans/friends are trying to talk to them but to no avail. Is that effective? Not Web 2.0 effective. Why would you ignore people trying to get more information from you?

So most blog posts will tell you that marketing or PR should run the social media. I would say that there should be more than that. This company had all of your typical departments, Marketing, PR, Sales/Customer service, Internet and Event Marketing. Which department should handle Social Media? All of them.

Seems like I just tried to get off easy there, did it not? Well let me dive into that a little bit. Marketing and PR should have the reigns in the social media strategy. That is without debate. The great thing about social media is you can have more than one person or department on it at a time.

Take the event marketing team. What would be better than live tweeting at an event and sharing those pictures and videos with your fans as soon as you take them. Who knows the events better than the team that puts them on? Sales team needs to be on social media to help with any potential clients. Why would you want to talk to someone and then hand them off to the “next available representative” when you could work them through the process the whole way?

Really these are just a few options out there to a larger corporation and may not work for everyone. Oh and about the old saying of too many hands spoil the pot? That is what a defined social media strategy is all about. Everyone knows their place in the organization and social media should be no different.

Do you have any examples of a large company who segments their social media successfully? I want to see them!

Advertisements
Comments
  1. […] This post was mentioned on Twitter by Matt Hodson, Matt Hodson. Matt Hodson said: Where does it all fit in?: http://wp.me/pTUo4-16 […]

  2. […] Business, Social Media Consultants, Social Media Marketing, Twitter, Viral, Youtube 0 In my last post I spoke about who in an organization should take the reigns of the social media campaign. All the […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s