Your HR department, along with the powers of social media, is your most valuable asset today. Marketing and the human resources departments must work together to socialize the workforce both internally and externally. C’mon! It’s time for marketing and HR to quit this “dating” thing and get hitched.
The turtle still won right?
Many organizations have unrealistic expectations of their Social Media Strategy. They have high hopes that using Social Media to promote their business will get them an instant ROI. Unfortunately, this seldom happens because it is really difficult to leverage Social Media for marketing if you’re not a Social Business first. Social Media Marketing can lead to more business but it needs to be an extension of your company culture. It’s not just for marketing and promotion. Taking the necessary steps may be slower, but it will help you win the race.
Start at first base.
Start by utilizing your human resources to implement social media internally. There are many platforms available where you can collaborate and share with your team. Be sure to demonstrate the type of posting behaviours you would like your people to model. This is a process that needs to be nurtured with lots of training, feedback and clear expectations (Social Media Policy). If you don’t have someone internally to do this there are professionals you can hire to help make this a successful and positive experience. This will help to grow and develop a social culture.
Resistance is Futile!
It is a MUST to get your CEO or (Company Figure Head) on twitter. Even if it means you type on their smart phone or computer and tweet their dictations as they speak. Stephen Colbert recently did this for former United States President Bill Clinton by getting him signed up on twitter and sent his fist tweet for him as he dictated. This can be duplicated in a company setting very easily.
Connection happens when you are real.
Your story is who you are, what you do and why you do it. Which is probably not your mission statement or a bunch of garbally gook from your marketing materials. Your language should be like discussing your passions with a friend. A relaxed personable tone with a level of certainty and excitement is key. Remember, we are people doing business with people. Sharing your culture this way helps to engage your valued customers and build loyal brand advocates. These are the people that aren’t afraid to talk to you online and share your story. Put faces to your brand to demonstrate that on the other end of the line, email or tweet there is someone they can get to know, like and trust.
Change can be difficult, but “If it doesn’t CHALLENGE you, It doesn’t CHANGE you.”