How to Get Leadership Commitment for Social Media
We’re told by the experts that Social Media is a Groundswell. It all starts with “ordinary” people, customers & employees, who group together around a common theme. “It’s grassroots! It’s organic! We just need to enable them!”
Well, this is true…but effectively harnessing that power requires resources and coordination. The fastest way for organizations to get those resources is with senior leadership support.
Ironic? Yeah…I suppose. These technologies were supposed to change the world! We’d move from political decision making to a meritocracy. While this may happen in the future, to prepare your company today you need senior support.
Well, easier said than done…How do you ensure that you get this support?
History should serve as our example. A public declaration outlining the need for change with a signature of leadership sends a message to others that commitment is real.
- The Protestant Reformation had Martin Luther’s 95 Theses nailed to a door
- The American Revolution had the Declaration of Independence signed by our Founding Fathers
Want to drive a similar change? Consider asking leadership to sign this document, post it on your intranet, and refer to it often!
Leadership Commitment for Social Media
I ________________________ understand that the Social Web is powerful not because of what WE, as a company do, but by how we enable our customers, employees, & business partners to do.
- I understand that we can not control what people say about us. I understand that some people will criticize, condemn, and complain about us.
- I recognize that censoring, hiding, or deleting this criticism is a short term solution that does not fully address the problem facing our business.
- I commit to acting rationally, rather than emotionally, to what people might say about us online. Rather than taking it personally, I will work to solve the problem so that this does not happen in the future.
- I recognize that measuring Social Media activity is not as easy as measuring other parts of my business.
- As an obligation to our shareholders, I will continually challenge our company to measure our return on investment. However, I understand focusing on ROI can be a distraction since the technology and concepts are so new.
- I recognize the power of the Social Web and Social Media. I will commit resources (money, time, and employees) to understand the potential these technologies have for my customers, my company, and my industry.
- I understand that the strategies and technologies in this space move fast. I also understand that they will move faster tomorrow.
- I commit to pursuing business objectives, rather than technologies, to reach our goals.
- From Commenter Kathy Heasley – I recognize that this is the age of integrity and that social media has the power to enable all employees to be advocates for our company and our customers. I will encourage their participation by establishing standards of acceptable practice so they may use this media with confidence and without fear of reprimand.
What would you add?
You should also try these posts, they’re tasty!
- Twitter Metrics – How to Fool Your Leadership
- How to Manage Your Company’s Social Media Efforts Through a Portfolio Approach
- Matrix for Staffing a Social Media Initiative
In: Career, Leadership and Management