Business Adviser
No budget for social media?
Empower your staff, and compete with the big players!
By Saurabh Mukhi
Manager, KPMG Enterprise, Toronto |
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A large population of the world is on Facebook. There are few companies who recognize the power of engaging their audience through social media. However, for smaller, private organizations, the costs and risks associated with it may be too much to absorb. Fortunately, there exists an untapped resource within your organization, and with the right rules of engagement, you can empower employees and compete with the even biggest budgets.
Social media is the buzz word across all industries right now. The question is not whether your organization needs it – yes it does – but who should manage it and how? Many organizations are outsourcing their social media management activities to so-called social media “experts” or enthusiasts. In April of 2009, a major company issued a press release seeking a summer Twitter intern (aka “Twintern”) to manage its Twitter presence. The story made headlines and questioned the seriousness of how an international brand wanted to manage their social media presence with an intern. The company failed to recognize the seriousness of the channel or how it can be integrated into their overall communication strategy.
Why outsource your social media management to someone who is not aware of your brand value or your culture? Your organization already has the right people and the skills to manage your online presence and compete with the biggest players out there. A key part of your social media management approach lies within your organization and its employees. An employee can be the steward for your organization and communicate the passion and culture that represents your brand better than most external parties, so long as you understand their needs and give them direction. Each level within your organization has unique personal and professional needs:
| Role |
Personal and Professional Needs |
| Executives |
Thought of as knowledge leaders |
| Marketing |
Share content, promotions, and start conversations |
| Public Relations |
Listen and respond to public opinion |
| HR and Sales |
Network and find talent |
| Frontline Staff |
Feel empowered, proud of their work, and share their passion |
These individuals can be your secret weapon in communicating with your audience, but only if they are provided with the right guidance and outlet
An international non-profit organization developed a set of personal communication guidelines to guide staff and volunteers while sharing their experiences through various blogs, social networking sites, wikis, forums and photo and video sharing sites. By opening up the social media channels, providing their staff with the right guidelines and encouraging open, honest communication, the organization embarked on a social media journey that would change its entire operation and enhance the publics’ awareness and opinion of their volunteer efforts.
How to begin your own social media journey?
| 1. |
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Setup the rules of engagement
Develop the right social media and communication guidelines to encourage participation in online conversations while protecting your organization and its employees. |
| 2. |
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Identify the right channels
Identify the most appropriate channels to be used across the organization based employee and target audience needs.
| Role |
Social Platform |
| Executives |
Blogs, Twitter |
| Marketing |
Facebook, Twitter, Digg, YouTube, Reddit, Newsvine, StumbleUpon, and many more |
| Public Relations |
Technorati, Twitter search, Facebook |
| HR and Sales |
LinkedIn, Facebook, Twitter |
| Frontline Staff |
Blog, Twitter, YouTube, Facebook, Flickr, and many more options |
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| 3. |
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Start by listening
It can be tempting to jump in head first and start pushing out your message – but the question is: what to push? Social media is about communication, so start by listening to the conversations and respond accordingly. |
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The reality is that every organization has different social media needs. Small, private organizations should not however forego the opportunity to connect with their audience because of cost or risk. By leveraging its existing employees and empowering them to share their passion while managing the organization’s reputation, any organization can compete on a level playing field.
Business Adviser is published by KPMG Enterprise™ specifically for owners and executives of private companies. KPMG Enterprise is a network of professionals devoted exclusively to helping business owners and entrepreneurs build value and grow thriving enterprises. kpmg.ca/enterprise.
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