An article in Computerworld worries me. Don't 'over think' social media strategy, written by a Chief Information Officer (CIO), uses examples from Telstra and Johnson & Johnson as presented in a panel discussion at the CeBIT 2011 technology conference in Sydney. The crux of the advice is get started with social networking and work it out as you go. Like so many other things written about social media, it's the wrong advice from the wrong person.
Social Media has nothing to do with your IT department
The first 15 years of my career were spent in software development for business applications and systems software. I've done the hard yards in computer centres and development labs so my opinion is based on in-depth knowledge of information technology. One thing I know for sure is social media – and social media strategy – has no business in IT.
Social Media has everything to do with marketing
Social media tools are not technical. They require no technical skill beyond the ability anyone with an email account has already mastered. Unless your CIO is involved in strategic marketing decisions highly unlikely in most organisations the last person you want mapping out a social media strategy is your CIO.
I bristled when I read the advice in Computerworld but I wasn't surprised. As more businesses hop on the social media super-highway, it's common to see the wrong people behind the wheel. Social media is, for a large part, the networking side of your brand management. It's imperative the people planning your social media activity and posting updates to the tools are worthy ambassadors for your company. Who should NOT be working in social media for your business?
Who are the wrong people?
Think about it. Do you send your most junior people to represent you at key industry events attended by all your stakeholders? Does the receptionist write your media releases? Do you let your technology gurus hold press conferences? I didn't think so. Handing social media activity to the junior people in your organisation is like giving your teenager the keys to a race car. One thing is certain. They're going to crash and it's your business that's going to end up in the ditch. Every week we're treated to another company, government department or public figure suffering major brand damage inflicted in a social media channel.
Who are the right people?
Social networking is an extension of your marketing efforts. It needs to live in the marketing department. The most strategic minds and creative brains in your organisation should be driving your social media. Responsible, passionate company champions are the folks you want managing your online reputation. When managed well, your social media presence becomes a valuable asset to your company.
The Take-Away
A carefully considered content marketing plan should drive your social media activity. Social media is a small part of an overall picture but carries the ability to wreak havoc with your reputation. It does not belong in IT any more than it belongs in accounting or other infrastructure functions. Let IT advise on cloud computing or a broadband network but turn to marketing for help with social networking.
Who owns your social media activity?
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