Social media strategy should be focused on hand off
The GBA Blog provides insight for Marketing Decision Makers and other fun people
by Nick Barron
Recently I spoke with a marketing executive who quizzed me on what my social media strategy for his organization would look like, were he to enlist my services.
His eyes popped open when I said I would create a strategy that focused on an eventual hand-off to his team.
“So you see a time in which we no longer need you,” he said.
“Absolutely,” I replied.
I’m sure there are social media consultants crafting strategies requiring long-term financial commitments from their clients. I’m sure these consultants have their reasons ($$$$), but I think it’s bad form and bad for social media.
I got into the application of social technology for business because I love the technology first, and because I need to make a living, second.
I’m a Millennial. I’m an idealist with a touch of pragmatism.
What this means is that I believe social media can make organizations and everyday citizens better, simultaneously improving business functions and our lives.
What kind of social media purist would I be if I sold clients on overloaded strategies that don’t align with their current staff and knowledge capability?
With the previously mentioned executive’s organization, he has a staff. They’re just too small and too inundated with work right now to draft a social media strategy, plus they don’t have anyone with as much immediate experience in the space as someone like myself.
He’s a bright guy and I’m sure he hires bright people.
It’s in their best interest that I construct a strategy that not only aligns with their marketing/communications goals, but that also fits with their ability to execute, over time, on the strategy.
Starting out, I told him, I would launch the strategy and ensure objectives are being met, while making any adjustments or tweaks that are needed. Almost immediately, though, his staff will be involved, with the eventual goal that they take over and drive.
It just makes sense.
An organization’s long-term social media strategy most likely cannot function off the efforts of an outside consultant. At some point, pieces of, if not all of, the strategy need to be executed in-house.
Social media is a way for organizations to converse with the public. It’s not just marketing, it’s not just PR or customer service or any other business function.
In order for social media to deliver for brands like I believe it can, the social media efforts of organizations eventually need to be executed from within the organization. Who better to speak with people about your brand than those who know the brand best?
A consultant can live on as an adviser to the client, helping make adjustments and introducing ways to leverage new technology, but a solid social media strategy should be focused on helping the client take over.
Social media is about empowerment, for both consumers and businesses.
A good social media consultant shouldn’t be out to snag you into a long-term financial commitment. They should be focused on finding ways for you to use social tech to make your job and your business better.
A social media consultant worth the money you’re paying them should treat your strategy like an A & B conversation, and they should see their way out of it.
- Nick Barron, Green Buzz Agency Social Media Consultant
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Nick, I agree wholeheartedly! You are a social media consultant after my own heart. This is exactly what I pitch to my clients as well. I see myself as a strategist and a person who can help get the initiative off the ground and eventually interwoven in to the very fabric of everyone’s daily functions. I definitely see it as providing empowerment to existing staff members to learn new ways to communicate with both their internal and external communities. Well done! Love the blogpost. And I’m a tail-end Baby Boomer. Great minds think alike – even across generational divides! – csread
csread´s last blog ..I’m Following You on Twitter!
While I am an early adopter Baby Boomer (born at the ebd of the 40s) I describe myself as a premature Millennial so maybe I cover all of the divides.
In saying that I totally agree with everything that Nick has said in this outstanding Blog (which I would like to forward to my clients as it describes my approach very well, and I totally endorse Catherine’s comments
We describe our business as being about making Social Media Simple and we do that be developing a strategy, plan, policy and structure that can be managed inhouse by our clients.
We see our role as Stratgy, Initial Content Development and Ongoing Coaching, Mentoring and monitoring.
How can a business be genuine, authentic and real if and outsider is controlling their conversations.
Our key piece of old fashioned advice for all of our clients is Be What You Say and Say What You Be ….and prefereably have those that you have made a differnce to say it about you!!
If you would like to know more about our simple approach you might like to check out our Grumpy Old Mangers Guide to Social Media which is on our website and please feel free to give it anyone in need!!
Great blog Nick. I do agree with your advice when it comes to large businesses. Small businesses on the other hand don’t have the manpower, time or skill to sustain it. Those types of companies need the consultants to do the planning and the execution on an ongoing basis.
Do you recommend a book or site that has a sample social media strategy plan?