Continuing on from many comments today – organising your company/business to be social internally, being web2.0 as a company, is paramount to success in social media externally.
Organising as a team internally was a large challenge for Adobe. Following the Altimeter model Adobe adopted a hub and spoke social media management model in late 2009.
The model focuses around a centre of excellence that:
- Listens and measures their engagement over social media,
- Enables hubs with the right technology
- Empowers employees to use social media via training of tools and technology and the best ways to engage
- Innovates, staying on top of industry best practices, pilot trials and then feeding this out to the spokes.
With the hub in place, Maria urged one must have for all organisations – a crisis framework. With decision trees, noting who do they need to call in a crisis on the weekend.
Good measurement is, ideally, spread across the right data and metrics to the right audience.
With executives at the top of the pyramid received a high level summary, and those tactically using social media receiving a very granular level of reporting. Maria also has a nice KPI cheat sheet that can be used when planning your activities.
Maria’s parting notes:
“You can’t be successful externally without aligning internally.”
“Move from content aggregation to storytelling.”