6 Questions to Ask a Social Media Team
A great post at davefleet.com outlined eight questions to ask Social Media experts. Josh Peters at shuaism.com gave some great answers. Almost as common as Social Media experts are Social Media teams in organizations. I thought this excerpt was very relevant:
I don’t know about you, but I’m sick of seeing people sign up for Twitter, follow ten thousand people (many of whom follow back) to build a substantial following, then start spouting advice as though followers equals expertise. Some of them are experts, for sure. Others, however, seem to have little beyond a big mouth to back their words up.
Almost as annoying, but just as dangerous, are the hordes of traditional practitioners that have realized they need to include social media in their pitches nowadays, but have no experience whatsoever using those tools.
Every company is starting a Social Media group/team/initiative, here are 6 questions to ask your organization’s Social Media team:
1 – Will the team have access to any tool, technology, or website they want?
- Watch for any hesitation towards full and complete access
- Probe for the process required to get access from tech admins and compliance teams
- Sounds like a ridiculous question, right? It’s not, if admins don’t trust their social media teams, chances are that management doesn’t yet trust them either. You’ll be surprised how many times you hear “well, we just don’t support Firefox.”
2 – What is your “VPV” – Visitor Value Proposition?
- Watch for any answer that could be translated into “Build it, and they will come”
- Probe for specific examples on why this improves upon the current solutions available to potential visitors
- Many otherwise brilliant senior leaders expect the love they have for their organization is common….but unless you are providing visitor-driven, stunning content, no one cares about your company.
3 – How does the organization deal with negative feedback?
- Watch for a sugar-coated answer that is too good to be true
- Probe for examples of leadership acceptance and response to negative feedback
- Social media teams are trained to expect negative feedback but rarely does management understand the true essence of negative comments that customers, partners, and employees post.
4 – What is the biggest regulatory/compliance restraint facing the social media strategy?
- Watch for answers at the extreme, positive or negative
- Probe for the ability for the organization to respond quickly without bureaucratic constraints
- Every organization faces regulatory constraints. An answer like “we’re free to do whatever we want” is naive. However, some industries simply can’t maximize social media’s potential because of their industry regulations.
5 – Who does the social media team report to?
- Watch for organizational layers without a direct reporting structure to top management
- Probe for the strategic objectives of the function that Social Media is most closely aligned
- I’ve heard of social media groups in marketing, strategy, technology, innovation, and even customer service. Ideally, the social media team will be it’s own function with a a direct report to the CEO to make management buy-in quicker.
6 – What metrics are management using to measure success?
- Watch for a direct answer with narrowly defined metrics or an ambiguous answer with little thought
- Probe for measurements in other functions that tie to social media objectives and for a set of metrics that work together to measure progress
- Social media has multiple ways to impact the bottom line, but the answer here shows strategic thought given to the business model. The metrics don’t matter as much as the thought process behind them.
What are good answers to these questions? What else would you include in this list?
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Josh Peters
