Joe, I completely agree that you need to find an executive level to take ownership of this strategy. Too many times I come across companies excited about SM – then they go out and hire an entry-level to manage their program! The reality is SM cannot be managed by such an inexperienced employee. Although they may be effective in using these platforms, most don’t know how these platforms effect business.

Narciso, I wish others looking to jump into SM took such a realistic approach. Although I’ve seen SM do great things for companies (Ford, Dell, Comcast, etc.), they need to realize…like anything else in business…there must be a strategy or purpose that supports your business goals.

Michelle, very good catch! SM is by no means free to businesses. The time spent building and supporting a successful SM program can be quite expensive althought the technologies (platforms) themselves are for the most part free.

Looking forward to more dialog on this subject!

* Social Media may be free but your time isn’t.
You must consider how much time (and staff resources — hence money) you’d be willing to devote to your efforts. Developing and writing blog topics, integrating your blog with Twitter and Facebook, or participating in forums through LinkedIn all take away time from your other assignments.

If you’re assigning social media duties to one or two individuals within your organization, make a realistic assessment of how much time they’ll be spending, based on your objectives, and than calculate the value of those staff hours. After crunchinig the numbers, ask yourself if you’re still ready to participate in these “free” networks. MORE IMPORTANTLY, are you willing to defend that investment if you don’t meet your desired objectives immediately?

They may start asking questions like “well, why didn’t anyone TELL ME it could be like this…!” or “wait, wait, wait…!…can they SAY that..?!…what do we do…?!” or “I thought my target audience would be here to network, but it looks like…!”

This is why I WHOLEHEARTEDLY agree with you, Matt, on the fact that we, as communications professionals, need to give our clients the real truth. We owe it not only to them, but to ourselves – anticipating and managing their expectations is ESSENTIAL.

Otherwise, we’re stuck with an unhappy client and a smear on our own reputation.

Many companies feel a few profile and fan pages scattered around these networking communities will supply them with the click-thrus and impressions they need to make an impact, but, as you mentioned, don’t have much of a plan of attack. As an automotive eCommerce consultant, I see dealers everyday attempting to enter this arena without specific goals to achieve. They simply “friend” everyone and connect on the sites, dropping in the occasional link or incentive. Most are poorly managed and do not see much return on investment. Then again, with social media – the only return on investment is time.

I would add one more consideration to your list. While you mention buy-in from the executive level, I think you must look beyond that. I believe a company should choose one primary executive to handle these social marketing duties. In other words, the 6th consideration may be – Have the Right Person Managing the Social Media Network.

Having underlings handling the social media duties often distracts from the marketing message of the corporation (or in my case, dealerships and vendors). There has to be some continuity, autonomy, and most importantly, accountability. A “face person” if you will, always advances the social media message. Without the right person managing the company’s social networking efforts, very little is usually gained.

Thanks again for the great article.

Joe Webb