Social Media Strategy and Social Business Strategy
Despite the similar sounding names, there is a distinction between social media strategy and social business strategy. Social media strategy is aimed towards fulfilling goals related to the use of social platforms and tools that are for online communications. Meanwhile, a social business strategy is about using social goals and tools to create a business environment grounded in engagement and collaboration.
This week is concerned with social business strategies and in particular, Solis provides this further analysis;
A social business strategy starts with a vision for how social media will improve customer and employee experiences and relationships and therefore aligns social media initiatives with business goals and opportunities. Technology thus becomes an enabler for a bigger mission and purpose
Elements of a social business strategy?
Building enterprise-wide engagement capability in Everywhere: Comprehensive digital business strategy for the social media era, provides a list of common elements found in a social business strategy;
- Governance: Social media policy
- Best practices: Identifying and sharing best practice for both internal and external use
- Content direction: What is suitable for content generation by the company and for the company
- Technology: Utilising current and future new social tools and platforms
- Leadership: Having someone champion the social business strategy through advocating and leading by example
- Insights: Using knowledge that have implications for strategic decisions
- Conversation shaping: ‘Persuading’ engagers to pursue strategic goals and directions
- Conflict resolution
IBM and Coco-Cola
- Coca-Cola requires all employees to have social-media training
- Both companies state that employees are representing the company especially in regards to talking with customers
- They both hold employees responsible for engaging in debates and reducing conflict resolution through acceptable statements to controversial topics and
- Both have transparency in regards to their interactions both directly and through their employees individually
Despite one business being a computer hardware specialist and other a distinctive soft-drink company, both hold similar principles that are a result of the business implementing a social business strategy.
Social Strategy Maturity Matrix
The social strategy maturity matrix is a means to evaluate where along the social business plan the company is in. This ‘philosophy’ helps measure the necessary measures business will have to prepare next. There are six stages to the maturity matrix which will be listed below.
Step One: Planning
In this section, the business is only learning which tools and platforms both their current and planned consumers are using. Test pilots and internal are used to assess readiness to make sure the business is ready to begin undergoing in a social business direction.
Step Two: Presence
Beginning to ‘leverage’ social content and integrate a content strategy that should include help with post support issues. This is not yet about engagement but beginning the process of creating the ‘grounds’ for engagement to occur.
Step Three: Engagement
Begin creating or engaging in communication opportunities with the intention to build communities. Engagement is also used to influence people to ‘purchase’, support people, establish risk management and foster employee social networks.
Step Four: Formalised
Create a ‘champion’ from the seniour executives ideally who will advocate the system. Ideally, a hub of excellence should also be created along with a company-wide governance statement
Step Five: Strategic
Integrate social aspects into the entirety of the business and have the champion actively engaging within the system. A steering committee dedicated to the social business strategy should be utilised especially in regards to having it enter business units
Step Six: Converged
The social business strategy has now been integrated but now the aim is to continually improve it by merging with other tools and platforms such as mobile and ‘big data’. The social business approach should be normalised as incremental steps are taken using the maturity matrix philosophy.
As I complete my final blog post for my university paper, I realise how much effort it is to generate content on a weekly basis consistently while still remaining true to the tone you created when you first began. I feel the quality of my research may have fallen but I believe it also helped me find what I was willing to offer towards these posts.
It was especially a challenge when life events such as moving into the first ever home I am now renting for the first time, having my daughter’s birthday party and realising when I had outgrown a friendship.
I appreciate what this paper has done, though. It has taught me so many aspects through doing as opposed to reading through a book, we had the flexibility to experience social media first hand while writing and I felt the thrill of having complete strangers enjoying my writing, albeit briefly!
I have learnt a lot and I hope you learnt a little about me,