Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Implementation of Social Media in Business

Implementation of Social Media in Business

Ratings: (0)|Views: 26 |Likes:
Published by BlogBee.in
Social Media in Business
Social Media in Business

More info:

Published by: BlogBee.in on Feb 16, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





Implementation of Social Media in Business
Social Media has proven to be amarketing canvasfor individuals, businesses andeveryone. The reason is clear that a good percentage of social media users couldmean prospective customers for various businesses. In this backdrop, many Indianenterprises have started using Social Media for their marketing campaigns. Let mepresent here the important steps to be followed by enterprises for deployment of Social Media tools in in their business.As a first step towards implementation of So
cial Media in the organization, the seniormanagement should showcase their interest and commit to the usage of Social Mediain the business. The commitment should view Social Media as a long term strategythan a quick sale channel. They should play major role in defining policy, directingrequired content on the Social Media channels, extend relevant resources to SocialMedia division and be open to constructive criticism from the online world. In theinitial days of launch Social Media activity might bring forth some negative whispersfrom the stakeholders or showcase hitherto unfound brand identity to theorganization. This would be true especially in case of organizations who have notbeen in touch with the stakeholders for a long time and who have been facingcustomer support hiccups. Again this becomes truer in case of service orientedenterprises.Let us look at the important steps in this context.
(1) Define Social Media Policy
Once a decision is taken to adopt Social Media in the enterprises, an enterprise shoulddevelop Social Media Policy Framework. The policy inter-alia should deal withrelated provisions on:
Department(s) and people who are responsible in the organization to conceive,launch, implement, modify, terminate or if required to wound up the entireactivity.
Admissibility of resources like Social Media tools to be used, developed, andthe extent of technology integration with the intranet applications.
Approvals and controls relevant in the operation of Social Media processes.
Delegation of powers in the team hierarchy.
Risk Management guidelines.
Budgetary allocation.
Stakeholder identification. They could be prospective partners, customers,creative agencies, content providers, community and Government sector.
Key performance indicators.
Social Media Policy review guidelines.
Stakeholder and organizational privacy and Intellectual Property elements.
Effective date of policy provisions and suggested schedules, if any.
(2) Go for market study
Study Social Media scenario in the market. Refer to several live implementations andcase studies. Focus on the failures suffered by other organizations. Focus on thebenefits derived by organizations. Finally prepare lessons learned out of theseobservations like what tools are majorly being used by organizations, what are theapproaches in campaign management, and more.
(3) Decide and plan the following aspects
Based on the market study observations you should be able to draw detailedframework for the chosen campaign.
Nature and scope of campaign to be launched.
Team members and their Job Description.
Training and orientation of team members on the planned implementation.
Social Media channels to be used in the campaign.
Paid and free tools and implication of free tool usage.
Technology preferences and customization of tools for campaign use.
Performance and benchmarking parameters.
Implementation schedule.
Risk mitigation plan.
Checklist for campaign kickoff.Among all the above elements ‘risk mitigation plan’ needs additional focus. The planshould constitute the scope, ways and means and tools of mitigating various risks thatarose during campaign operation.The risk could be that (i) an inappropriate content has been shared on the SocialMedia channels, (ii) a privacy or IP violation occurred through divulging someinternal matters or stakeholder related properties to the public (iii) an unapprovedcommitment on behalf of the organization has been made which could be (a) a daterelated to some product launch, (b) a customer support reply (c) sale transaction termsor any other inadvertent commitment.
(5) Prepare campaign elements:
Now it is time to prepare all the elements for Social Media campaign. The startshould happen with
official blog
on the organization’s own domain. The next stepshould be creating and placing organization’s Social Media profile on importantchannels like Facebook, LinkedIn, Twitter and elsewhere. Here lies the importance to

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->