You deal with the chief executive or manager who grumbles, “I don’t need somebody playing around on an internal Facebook application at work.”
Plenty of poobahs don’t get it. Could part of the problem be that you haven’t made a business case for these powerful tools?
Speaking at Ragan’s conference on “Social Media for PR and Corporate Communications” at Walt Disney World Resort, the principal of Crescenzo Communications laid out five steps to help you get buy-in. You might also figure out your own communications goals in social media.
1. Always tie social media to the business case.
Maybe you love the cool tools, but have you shown why they’ll help your organization? Try creating a “strategy ladder.” You must demonstrate, in this order:
1. The business goal. One company’s goal during a time of turmoil was “to thrive during change.”
2. The communication goal, such as “to open up dialogue.”
3. The message.
4. The content. Will you blog? Create videos?
5. Measurement. You’ve got to prove you’ve done what you sought out to do.
“If you do this, and you build these links, by the time you get to [measurement], you can do anything you want,” Crescenzo says.