One of the things that I see organizations continue to struggle with in the realm of social media engagement is who is (or should be) responsible for it? Who should set up a community on behalf of the company? Who should manage it? Who should monitor it? Who should drive its strategic direction? Who should blog? And who should organize the bloggers, and who should monitor it and…You get my point.
People trust people
The traditional approach to media and communications from most organizations has largely been to have communications, regardless of their nature, come from PR “on behalf of the company.” Now, I have nothing against PR and in fact work with a number of fantastic PR folks who understand the value of social media and are fantastic proponents of the tools and technologies out there. And I know I’m not alone in this. My point in bringing this up is that in order for social media and community engagement to be successful for enterprises, one cannot depend solely on PR to drive the efforts. You must have people talking to people for it to work.
There are all sorts of research findings that point to this, as well. People trust people first, not companies first. They want to hear from people like them, facing the same decisions, the same challenges, the same options. The chart below from the Edelman Trust Barometer is a great pictorial of this dynamic. You’ll see that folks have consistently put their trust into “a person like me” vs. trust for employees of a company, CEO or otherwise.
Source: 2008 Edelman Trust Barometer, shared by Steve Rubel
This is a further testament to why it’s important for organizations to have all the right people involved and invested in making social media a success – different people have different perspectives, and will connect differently with readers, customers, partners, prospects. You must have well-rounded representation in order for social media at an enterprise organization to be genuine.
There are always people who will naturally become champions of the social media initiatives at the organization. It is important to welcome these people, nurture their knowledge, and make it easy for them to share their knowledge, experiences, and expertise with others. These people are your greatest asset when launching and maintaining active engagement for social media tools. And the beautiful part is they come from all parts of the organization, so they have the diversity of experience to share what works and what doesn’t in different parts of the company, as well as with customers, partners and prospects.
For EMC|ONE, we have a voluntary mentor program in which we encourage folks who have emerged as the champions of social media to add their names to a list of mentors that anyone can contact for technical assistance, advice on how to do just about anything, brainstorming on ways to encourage participation and make their communities more welcoming and discussion oriented. Why? It’s the same principle – people trust people who have the same experiences, questions, and challenges that they are facing.
For our growing list of external bloggers, we do the exact same thing – we have volunteers who are more than happy to share their experiences, advice, best practices, and of course, we have a community on EMC|ONE dedicated to their efforts, as well. We encourage anyone at EMC, blogger or not, to ask questions, seek advice, and share their experiences with the rest of the crew.
The open and real-time nature of social media tools makes it essential to ingrain education into the roadmap of launching an enterprise social media initiative. If organizations want people to use social media responsibility, and on behalf of the organization, they must set forth what they consider to be the “rules of engagement” and best practices, even use cases for participants of the tools. An example of this is the disclaimer on my blog – Sure, I work for EMC, and I share my experiences, opinions and stories of working here, but I do not speak on behalf of the organization. I speak on behalf of myself.
I often find that people get so excited about the initiatives that they are working on that it can be easy to forget what is appropriate to disclose in a public forum, such as a blog or discussion groups. Reminders of this, for the sake of both the individual and the company, are helpful and necessary components of the endeavor.
Some folks just need a helping hand by means of basic introduction as to when to use a wiki, blog, or discussion forum and what each means and implies regarding participation. To meet this need, we have created a fairly robust set of FAQs and Tutorials for our users on these very topics. They serve as the starting point for folks and lay the framework for them to feel a bit more comfortable engaging in the tools we offer.
The final verdict - Teamwork
There is no magic formula for how many people, or what departments, or what levels must be involved in a successful initiative. You must be open to exploring the right mix for your organization. And you must be open to changing that mix frequently until the team is right for your organization’s needs.
All of this makes the case that there is a point person or persons that needs to coordinate the company’s social media efforts beyond the tools provided for use. But, it also makes the case that social media success requires a team of diverse and committed individuals to make it a success and to serve the interests of not only the individuals that use it, but the organization as a whole.