I've come to believe that social media is more a function than a position. It best serves a company when more than one person is using it to spread the organization's message.
Otherwise, if social media engagement becomes the purview of one person solely, there is a risk of the individual building their own personal brand in lieu of the company's. That is exactly what has happened at Bizzuka, the company I serve as marketing director.
I've been the person in charge of social media engagement, most of which has been via my personal Twitter account and blog, etc. While I've made an effort to encourage others to engage more pro-actively, that hasn't happened to any great extent. That's a huge FAIL on my part.
In my own defense, it's not easy to change the mindset of an organization to one that's more social in orientation, even a small company such as ours. I can't imagine what social media strategists at large F1000 companies must face. Yet, that is my #1 goal at this point.
In order for this company to build its brand out in the social media sphere, it's going to take the combined efforts of a number of us from the CEO on down. That means multiple individuals blogging on the company blog, multiple employees tweeting about the company from their own personal accounts as well as under the @bizzuka handle, and talking up the company in social networks like Facebook and LinkedIn.
That's my take on it anyway. What's yours? What pointers might you have to help me move the rock in terms of making our company more socially-minded?
Comments