Kate Potter writes…
There are many workplaces – especially younger start-ups or tech companies – where social media is seen as a hugely important part of the organisation’s brand. These companies have an organisational culture that ensures social media is at the forefront of every employee’s mind – and desktop!
But what if your organisation sees social media as an afterthought – and you are the lone ranger within the company, flying the social media flag?
All employees don’t have to live and breathe social media the way a marketing or communications manager does, but embedding social media into a company culture is an important step to ensuring that everyone in your organisation at least knows how they can play an important role in your social media presence.
Here’s five suggestions for how you can make the culture change within your company, so before you know it you’ll have Alan from accounts sending you a great idea for a Snapchat campaign.
- Ask and you shall receive (specifically!)
Sometimes you can feel like a one-woman-or-man-content-creation-band. You source, hunt, photograph, video and post about company news. But everyone else has their own job to do, so it’s no wonder all of their updates don’t come across your desk.
The key is to proactively email or phone key company stakeholders direct and ask them if they have any ideas for content for your social media channels. But get specific about your questions. Here’s a few ideas to get you started:
- Are there any company milestones coming up?
- What’s the latest projects you have been working on?
- Have you been to any interesting industry events lately?
- Where do you see our industry going at the moment?
- Can you let me know the three key learnings you took away from yesterday’s conference?
- What was the highlight of the lunch seminar you attended?
- Remind people in emails, meetings and phone calls that you’re always open to receiving content
Do you have regular work in progress meetings? Put social media content on the agenda. Do you email your colleagues weekly or monthly reports? Make sure you include the fact that you would love to hear from anyone who has news or updates. You may feel like a broken record but you might find some gold (or at least get some minds turning over).
This might not be as effective as tip number one – there’s nothing like getting right in front of an individual – but it still is a worthwhile reminder for all your team.
- Encourage everyone to be paparazzi
As soon as someone leaves the office for a corporate event – it could be a conference, a breakfast, a lunch, a presentation, a seminar or the opening of an envelope – remind them before they leave to TAKE PHOTOS!
Not everyone is a photographer but encourage them to snap away with their phone camera anyway – you don’t have to use all of them (or any of them!) but at least you have them – and your colleague is reminded that what they see in their everyday can be great social media content.
- Report in metrics that matter to them.
Reach, impressions, click throughs, conversions and engagement rates are exciting to me, but they may not mean a lot to my boss. It’s time to report in a language they understand. This might mean comparing Facebook advertising costs and results to other media advertising, or it might mean setting up goal conversions on your Google Analytics so you can point to the tangible.
Ultimately, you need to be able to either report on the return on investment, or you need to be able to communicate that the return on investment isn’t always black and white. (← Language warning on that link.)
- If at first you don’t succeed, try, try again
Cultural change within organisations can be a long, slow process. Social media has been around for a decade but there are still people you may work with who don’t even give it a second thought when they consider company communications.
Be the champion within your workplace, and remember that it might take many reminders for change to happen.
And then one day, the social media shy CEO will send you an incredible photo that he “just happened to catch, out in the field” and you can tell him afterwards that it got the highest reach on your Facebook page, ever, in the history of your Facebook page*.
And you’ll know you’ve got through.
*This actually happened to one of my clients – a very satisfying moment.