Stop fighting over who owns social media

The internal fight over who “owns” social media is so 2010 and 2011. If you are still engaging in this battle, it is time to move on to something bigger, better and smarter.

How about Integration?

This is the single, most important area of focus right now, particularly for brands and large organizations with bits and pieces of ownership spread across multiple departments. In many cases the right hand has no idea what the left hand is doing. Efforts are consistently duplicated, often disjointed and there is rarely any standardization in terms of reporting and metrics.

So if ownership is what made one an internal rock star in 2010 and 2011, I maintain that  leading the charge toward integration and bringing disparate teams together under a common cause with shared goals, is what will lead to rock stardom today and even tomorrow.

This will take patience, influence both up and down the chain and vision, but please know that it is possible.

If your company is filled with silos, and you’re operating one of them, you can take the first steps toward knocking down the walls. Here are a few recommendations:

  1. Reach out to all of the other heads of silo and start a conversation about company goals and objectives. Don’t talk about your departmental goals. Focus on the company at-large. The one that signs each of your paychecks.
  2. Move the conversation to how current social efforts are supporting those company goals.
  3. Ask everyone to talk about their biggest success and their biggest failure in social media.
  4. Inquire about editorial calendars and the processes in place to create them. (You may find there are none.)
  5. Ask everyone to fill in the blanks of this phrase: “If we had more ____, we could ____.
  6. Talk about staffing and resources. (I suspect this will come up in some of the answers provided in question 5.)
  7. Schedule another meeting that must happen within the next two weeks.

This will get the conversation started, and that’s the best place to start – by talking about it.

Remember, social touches every single department. Wherever there is a communications touch point, social plays a role. To take it to the next level and really start to reap the benefits as a brand, you have to have your internal ducks in a row.

If this is a topic of interest to you, consider signing up to subscribe via email because I plan to talk about it a lot more in the next month or so. I’m also hosting a webinar on this topic on Tuesday, August 6.

If you’ve done integration well, feel free to leave a comment and tell me how you made it happen.


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