Olivier Blanchard was our guest this week in class, who is the author of one of our text books, “Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization.”
Silos and Company Culture
Olivier discussed how certain companies may be divided into various departments or “silos” that can create certain political issues when attempting to pursue a social media initiative. Other dysfunctions include operational issues and lack of insight on what social media is, leading to inadequate funding or incorrect hiring. Another major issue that was mentioned is the lack of training throughout the silos that make up an organization – some departments or teams may not have the understanding of how to use social media tools.
I definitely agree that to implement social media in a company you should have support from executive leadership. Olivier mentioned that culture is extremely difficult to change and is a gradual process. Gaining buy-in from individual silos throughout the organization through implementing social media in their various processes is a great way to start. Showing how social media can meet their needs and improve their business at the department level can gradually “bubble up” to top leadership.
Based on my own experiences, I have seen that executive leadership concentrates on generating revenue through their mainstream business processes. Generally speaking, executives do not care how social media can help with their business, it is up to community managers and social media experts to show them how it can generate revenue and/or cut costs. The lack of understanding by top management and the mentality of “just get it done now” can lead to extremely frustrating work environment where the end result is an inefficient social media implementation.
Noteworthy Discussion Points
There were several questions that were asked during the discussion with Olivier that I thought were very good takeaways. One of the questions asked related to a boss that had no idea what metrics they wanted for a Twitter account they were using for PC support. Olivier provided some straight-forward questions to ask the boss to determine the metrics, but the biggest take away that I go from it was that “if a manager cannot tell you why you are doing something or how it should be measured for success, then there is something wrong with them.” I completely agree with this statement and have found myself asking this question to my previous manager.
I was lucky enough to have one of my questions answered by Olivier. Using agencies to handle your online social media presence seemed to be a generally accepted practice according to Olivier. I found it very interesting that some agencies bring a client’s resource in-house to manage direct communications with their customers. Other agencies seemed to only sell content creation and publishing services, which is not online community management.
Overall, I thought the hangout included a great discussion with some useful information sharing. Did you watch the hangout? What did you think?