6 steps to gaining company backing for social media

Start by making your organization’s mission your primary social media objective, Renee Alexander of UNICEF USA tells a Ragan conference crowd.

Having trouble getting buy-in from your company on your social media campaign? Maybe it’s because you’ve set the wrong priorities.

The first bullet point of any campaign should not be to amass Twitter followers or Facebook friends but to restate your organization’s mission, said Renee Alexander, social media manager for UNICEF USA.

Speaking at Ragan’s Social Media for PR & Corporate Communicators conference in Las Vegas, Alexander also urged social media managers to reach out widely within their organizations when building their presence on the Web.

Alexander—who has also worked for a major digital agency representing clients that included Coca-Cola, Olive Garden Italian Restaurant, and Kleenex—has successfully used social media to raise donations or boost sales.

Here are some of her tips:

1. Put the company’s goals first.

“Your goals in social [media] should be the exact set of goals of your company,” Alexander said.

That means point No. 1 on the social media mission statement should be a rewording of the organization’s own mission.

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