Surprisingly there are still a lot or brands who are yet to adopt social media. There are many that have, but havent quite grasped its capabilities and others that are, quite frankly, leading the way.
But how did they get there? Is there a right or wrong formula for introducing it?
Lets look at some examples of brands that are successfully utilising social media both internally and externally:
Adopted social media back in 2010 and were one of the first Police Forces to do so.
Senior officers at Greater Manchester Police (GMP) have described the use of social media as ‘a game changer for policing’ and their corporate communications team now use their social media channels as another form of communication.
Taken from an interview by Ben Procter with Amanda Coleman, she states that their corporate team has trained GMP police staff in neighbourhood teams to make use of twitter. Out of 52 neighbourhoods 45 have twitter accounts (all badged and starting with GMP). For example @GMPDidsbury (run by PCSO Ben Scott) has over 2,000 followers.
Amanda goes on to say that their social media use was driven by a combination of wanting to improve engagement, reduce costs and make communications more interactive.
Have successfully utilised social media to improve, enhance and manage their internal communications within the organisation. The Nokia leadership team are big advocates for the use of social media and employee engagement. This is a big part of its success. Nokia have utlised a number of social media tools to engage its 125,000 employees around the world.
Some of their tools include:
• BlogHub – allowing employees to communicate to anyone within the organisation
• Infopedia – taking on the idea of wikiepdia, providing staff with a knowledge hub of everything they need to know within the organisation and information for their job.
As a result of Nokia’s push with social media and its internal communications, the company has seen a decline in print communication. Nokia has cut down in the amount of print publications they distribute in an effort to become more environmentally aware. Nokia North America has completely cut out with their print publications.
Above are some great examples of social media successes but how did they begin and how did they encourage buy in?
Jeff Bullas couldn’t have put it any better with his 9 ways to convince the CEO to use social media and enter the 21st century. Often this is the hardest part of any social media strategy – convincing the guys at the top. However it is important to continue to ensure they can see its worth and ROI, which can easily be demonstrated through reporting, examples of customer engagement and examples of effective customer service through the use of social media.
Some quick ways to get started and ensure success:
- Identify your target audience – find out where they hang out and choose your platforms accordingly.
- Identify your stakeholders (internal and external) – don’t forget to communicate to all staff and tell them the company’s plans with social media
- Identify your messages/ tone and deliveryI– messages need to be thought through in advance, and always remember your call to action.
- Have a plan – everyone needs a plan.
- Monitor – You need to listen to what is being said about you, your competitors and your sector. You may need to react, respond or have your say.
- Prepare, prepare, prepare – for any eventuality. A good crisis communications plan is essential.
- Measure – this will provide you with a way to see what’s working and what’s not.
- Start tweeting, posting and pinning!
Have you got any examples of social media success?
- Social Media Marketing Strategy and ROI (business2community.com)
- Social Media Marketing Is The Key To Business Success (freelancer4hire.com)
- The Importance of Social Media (execbusinessservices.com)