It’s been almost five months since I first scratched my head over the perception that Enterprise 2.0 and social media practitioners don’t ever mix their chocolate and peanut butter. I wrote that post soon after delivering this presentation.
Since then, I’ve conducted many strategic planning sessions with clients who are implementing online communities as part of their overall social media involvement, and have learned QUITE a bit about what sucks and doesn’t suck about trying to implement a nice, well-rounded social media approach.
Instead of blah blah blah-ing about it, I give you a short, incomplete list that you can challenge me about:
- Employees throughout your organization should be able to listen to what customers, prospects, and partners are talking about, and DO SOMETHING about it. This isn’t reserved solely for Corporate Marketing or your PR Agency anymore. (Shameless plug: My company, Jive Software, realized this, and bought Filtrbox to help make this happen.)
- Corporate Marketing can become Corporate Darlings just by including employees in writing social media guidelines and participating in social media activities. We non-Marketing folks are doing it anyway, so why not orchestrate us? (I recommend using my favorite Enterprise 2.0 application, Jive SBS, natch.)
- Make an online community place just one component of your overall social media plan – drive prospects and customers and partners to a destination place. You Twitter and Facebook and blog about marketing events and promotions and press releases, yet include links to your cold, dead, brochure-like website. Why not link to where your online community is discussing it as well? (Hint: it sure makes it easier to listen and act when the higher-value conversations are all happening in one spot.)
Confession: This blog post included links to mostly cold, dead, brochure-like websites until I wrote that last paragraph.