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of information existing within internal systems. This is a big hindrance in the social space, wherethe ability to pull information from a variety of sources and blend them together within a short timeprovides momentum.To start with, enterprise content must be re-structured, removing any redundant information andtransforming it into findable knowledge. Then, the engagement level of customers with those contenttypes must be measured and compared against the objectives (if these were set initially). Thiscontent audit must cover all kinds of communications to customers — website content, telephonicconversations of customer service representatives, and presentations to B2B customers. If there isan opportunity for social media to continue or enhance any of these communications, then identifythe best social tool to meet objectives (e.g., static webpage content, which may benefit from Facebookconversations or a “call driver,” whose volume can be reduced by posting a video in YouTube).
b) Transform content
Before sharing content through social media, it is worthwhile to realize some of the uniquecharacteristics of social media.For instance, the content in social networks must be able to withstand the “atomization” of content asit traverses the social landscape. It should not be difficult to derive the contextual meaning for anybody within the network, as content gets broken down into small bits throughout its journey.Additionally, the tone and voice of content should be in accordance with your target customers, so theyfeel comfortable advocating your brand to their friends or followers. This will induce more trust andauthenticity in content as it navigates through the long tail of social networks. But remember, this doesnot necessarily mean mangling your brand’s voice to fit into the medium.To accommodate the unique characteristics of social media, you may need to re-purpose content to work in different social media tools or sometimes even create a slightly different content.
Step 4: Establish a Governance Plan
Initial social media efforts are bubbled-up from the bottom of an organization, resulting in adecentralized structure where each department (or individual) independently launches and managessocial initiatives. Later, the marketing department takes control and starts owning social mediaefforts. But this is also a stopgap measure until the organization re-invents itself to scale, expand, andultimately thrive.Soon, it will pave the way for a dandelion model with multiple hubs and spokes, where hubs representeither a brand or medium depending on size and nature of business. These hubs will be managed bycommunity managers to coordinate the efforts among various business units. Community managers will, in turn, report to a Social Media Strategist running a Centre of Excellence (CoE), which will beresponsible for:
employees to more advanced levels of social media proficiency
their voice is congruent with the core corporate values, and outlining social media triagecharts for escalations and crisis management
specific calls-to-action and re-purposing content into different formats
and organization-related events, leaving remaining content as ad-hoc and reactive