Building Social Media Champions

Recently I was asked: “How do you think people in the middle of a corporation/organisation can effectively drive the use of social media to build more meaningful relationships with communities of shared interest” It’s an interesting question because it assumes (rightly so I think) that you can’t build social media use from the top down.  You won’t see CEO’s and other Sr. executives of large corporations using Facebook, LinkedIn, or Twitter very often because they have a brand and reputation to protect and social media is the wild wild west of communiations.  It’s not something you can, or want, to control so it’s not something people in control of a fiduciary responsibility to shareholders or investors will risk.  In many cases I agree with this view, so how do you drive usage when you don’t have the mandate from the big cheese?

Like any other initiative in an organisation you need to follow a tried and true process:

1. Plan a strategy with demonstrable results (hint: they don’t have to be revenue generating results and they don’t have to be earth shattering.  A positive result that is demonstrable will usually do)
2. Don’t bite off more than you can chew.  A simple plan executed well will drive success more than a larger than life plan that takes years to resolve or is too complex.  In the end it will slow you down. 
3. Be quiet.  There is no need to broadcast your activities to the whole world.  A small plan usually means a small audience.  Target your audience well and build slowly from there.
4. Be agile.  While executing a strategy is important don’t be afraid to let the market take you where it wants to go.  Remember you’re trying to drive usage and cultural change, you can’t force these things. 
5. Stick to the rules.  Internal policy and social media etiquette should guide you
6. Always, always have a backup.  Two or three is even better.  If the market says what you’re doing isn’t working you better have alternatives or you’re dead in the water. 
7. Keep at it and eventually the results can be used to generate increased awareness and, if necessary, budget in order to build on your success.

Most social media strategies don’t require a lot of money or resources to execute.  The beauty of social media is that its mostly free, mostly accessable, and mostly easy to start on your own.  Building a loyal, if not small, initial following is the first milestone.  Target internal and external users who are most likely to support your strategy.  They don’t even have to be part of your industry, just find people willing to participate in the conversation and then work from there.  The key is to have a following that is dedicated enough to keep coming back and contributing to the conversation.  In time the conversation will naturally progress and grow if it’s maintained.