In order to apply social media for business: pull yourself out of the marketing buzz.
This article gives a starting framework for developing a departmental matrix for on-going social media initiatives that is focused on revenue and business goals. It addresses the driving factors of why people make decisions and use certain tools (without focusing on what the specific decision or tool is.)
Social media isn’t the ‘one size fits all’ solution for business.
It isn’t really a solution for business at all.
Social media is an evolution of how people communicate.
We search, we share, we socialize.
When we look for answers to our questions, we are driven by our core needs and personas. While anyone may use the same words to search, the meaning of those words and the intent behind them is entirely different.
Humans are inherently tribal. We have basic condition that something of perceived value is useful. We collect things of value to trade, to support our friends, and to build value around our family unit.
When we meet and greet other people we all have basic driving wants, needs, and desires. These are a combination of personal and professional motivations.
What does that tell us about social media?
It tells us the factors of being successful in social media aren’t found in technology.
The success factors of social media (and business in general) are found in human nature.
Search = finding the intent before, during, and after a word selection.
Share = discovering what tribes want; what they believe is valuable.
Socialize = look past job titles and brands, dig into *why* someone wants a relationship.
Keep those ideas in mind when you are planning how social media is going to interact with your business.
We can’t rely on technology to address the human factors driving our audiences to build our business.
I’m going to suggest you sit down and grab pen and paper.
Step away from the keyword for a few minutes and jott down some ideas.
Answer these questions…
Goals and business drivers
- What are the top three busines goals in the short-term (10 to 90 days)
- What are the top three business goals in the long-term (9o days to 3 years)
- What are the top three business CURRENT revenue drivers
How can I segment the above goals and revenue drivers?
- locally (state, metro, city, zip code)
- globally (country, language)
- technology (real world, smartphone, tablet, desktop)
- interval (minute, hour, day, month, season)
Who are the supporters of these goals and revenue drivers
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- current customers
- market evangelists
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- Strategic Supporters
- trade partners
Rate Each Department
High Consideration, Low Considertaion, No Consideration, Unknown
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- Public Relations
- Customer Service
- Quality Assurance
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- Product Development
- Research & Development
- Supply Chain/Logistics
- Human Resources
Once We Have Some Departmental Definition
Think about the search, share, and socialization aspects of everything you rated as
For each high consideration group answer these questions:
- Can we tie departmentt cost/benefit/budget to other high consideration departments?
- How do we manage, measure, and evaluate business effectiveness for this department?
- Does this department have any unique benefits or risks?
- What leaders in this department are supporters?
- What leaders in this department are detractors?
- Does this department have project/labor bandwidth to be involved?
- How do they search, share, and socialize?