5 Ways to Get Your Entire Company On Board With Social Media

social media how toIs everyone supporting social media at your company?

Are you struggling to get the support you need?

And although there are many reasons why social media campaigns fail, far and away one of the biggest reasons for failure is the lack of top-to-bottom “buy-in” from all employees in a company.

  • In some cases, the CEO thinks the idea is frivolous.
  • In others, management has their doubts.
  • And in a large majority of companies, employees have no understanding of what social media is, what it does and how they can play a role in its success.

This, my friends, must change.

The Time for Complete Buy-In Is Now

The time has come for companies big and small to achieve complete social media buy-in from ALL employees.

The days of, “Yeah, we let the marketing department (assuming there is one) handle that stuff and we just do what we do,” must come to a close.

In fact, if I had a dollar for every head of marketing who has approached me in the last few years and said, “Marcus, I just can’t seem to get anyone else in the company to buy into social media and assist me in my efforts,” I’d be a rich man.

So again, to say this is a problem would be an understatement.

Whether it’s an army of 1 or 1,000, when all members of a team share the same vision of success, amazing things can happen. Look no further than the business example of Apple to see exactly what I’m talking about here.

steve jobs vision

Just as Steve Jobs helped his entire company, plus the world, to catch the Apple vision, so too must businesses small and large look to help their employees have a unified social media vision.

So that’s what this article is all about. We’re going to discuss 5 actions any company, large or small, can take to achieve this social media buy-in. And once we’re done, I can’t wait to hear your further thoughts and ideas below.

5 Ideas for Achieving Complete Social Media Buy-In From All Employees

#1: Someone Must Take the Lead

Every great project calls for a great leader. And if you want your company to dominate in social media, someone is going to have to take the reins.

No, this does not mean all responsibilities fall on one person’s shoulders; rather, the person is a coordinator, a motivator and a filter for all of the company’s core content and social media.

The position we’re talking about here is sometimes referred to as a CCO (chief content officer) or a CMO (chief marketing officer), but when it comes down to it, the name doesn’t matter as much as the activities performed by that person. (Note: Even if your business is a one-man show, you still need to embrace the mentality of a CMO.)

ann handley

Not too long ago, the position of chief content officer didn't even exist. Today, industry leaders like Ann Handley, CCO of MarketingProfs, are becoming household names.

When it comes to true social media success, one thing is certain—if a company’s social media marketing is left up to chance and the unguided efforts of many, it will undoubtedly fail.

#2: Educate Via an Event

In so many cases, the manner in which a CMO or CCO establishes a social media campaign is incredibly lackluster and ineffective. Here are some examples of what not to do:

  • Send out a sudden mass email to all company employees asking them to write blog articles.
  • Notify staff of the company’s new Facebook page and suggest they Like it.

The reason for this is very simple: The majority of company employees, no matter the industry, do not understand the power and potential of social media. Blogs make little sense to them. Search engine optimization and its benefits are completely foreign. YouTube is something their kids do for fun. The list goes on and on.

This is why I strongly suggest that when a company decides to start a serious social media campaign—whether it’s via Facebook, Twitter, blogging, video, etc.—that they bring as many staff together as possible for a company “social media summit.”

motivational business speech

There is a magic that can occur when a company meets together to fully lay out there social media goals and vision, as everyone can then start off on the same page. Image: iStockphoto

During this summit, the first half of the event is really meant for education. This is where all employees can become familiar with types of social media, the potential power of these platforms, how content marketing works, etc.

Once employees understand how social media can impact the company by increasing sales, revenue and customer satisfaction (thus discovering the “why”), we can now move to phase 2 of this important summit.

#3: Encourage Employee Action

The next step of this summit is to implement an action plan of how each person in the company can make a difference. There are many examples of this, but I’ll just demonstrate one here.

When I taught at a recent social media summit for a company in Michigan, the CMO and I decided content marketing (blogging) would be the main emphasis of their social media marketing efforts. To make this happen, we brainstormed as a group (about 60 people in this case) the common questions received each day from prospects and customers. Within 30 minutes and after much participation and enthusiasm from the entire group, we had well over 100 common questions.

Later on, the CMO turned each one of these questions into the title of a blog post, and assigned each article to different employees, with corresponding due dates for each.

Now that everyone in the company understood the power and importance of content marketing, each accepted his or her role in producing the assigned article. And because there were so many employees who were now willing to take part in this activity, it was easy for this company to produce multiple blog articles a week, all without putting too much burden on the shoulders of the CMO/CCO.

This example is powerful because before the summit, the CMO had been struggling for about a year to get other employees involved with the company’s social media efforts. But now that all were brought together in a manner that not only educated but also involved all parties, the reaction to “We need your help” was completely different.

business hands working with document

Talking about social media is one thing, but merging the brain power of everyone in an organization is truly special. Synergy Works. Image: iStockphoto

#4: Create a Company Social Media Newsletter

As with every movement, a great launch like a company social media summit is not enough to sustain the long-term practices necessary for social media success.

For this reason, I strongly urge all chief content and marketing officers to send out a regular newsletter to all employees explaining the results of their social media efforts.

Examples of things to include in this type of newsletter:

  • Special mentions of excellent blog articles and the employees who wrote them
  • Increase in the number of website visitors due to social media/blogging efforts
  • Leads and sales that were a direct result of social media campaigns
  • Positive customer testimonials/comments referencing blog posts, videos, etc.
  • Examples of how specific pieces of content led to a sale that otherwise likely would not have occurred
  • Question and feedback opportunities for the employees

As you can see, the amount of information that can be included in a newsletter like this is significant, but the importance of such a tool cannot be emphasized enough. Constant awareness is key to building long-term momentum with any marketing campaign, and by increasing this awareness, the process of making social media part of a company culture can then become a reality for any business.

business woman reads a newspaper

Launching your social media campaign is only the beginning, but if everyone is going to work together on this, a newsletter of some type will be imperative going forward to keep everyone sharing the initial vision. Image: iStockphoto

#5: Continue Training and Education

Nothing is developing more rapidly in this world than the Internet and social media. What was yesterday’s MySpace is today’s Facebook, so staying up to date and educated is necessary for long-term success.

Just as the newsletter helps employees to see the fruits of their labors, ongoing education with respect to social media marketing allows for continual improvements, innovations and ideas to come from staff members.

For example, because video marketing is becoming increasingly necessary going forward, it’s a great idea to train all employees in the basics of producing video. Once they have this knowledge and understand how to look for content opportunities, they can then start producing product- and service-related videos that can have a major impact on the company’s brand and web presence. And the more employees who jump in, the greater the results will be.

training

Just because someone on your staff might not have certain skills today to help with your social media efforts doesn't mean they won't excel in that area at some point with a little bit of guidance and training. Image: iStockphoto

Your Turn

So there are 5 suggestions for helping achieve complete social media buy-in with any organization. This being said, I know there are many other ways by which companies can establish such a social media culture. As always, we’d love to hear your suggestions in the comments section below. Also, if you’ve tried any of the above steps in the past, what has been your experience? What did you do well and what would you have done differently?

What do you think? Jump in, folks. Your thoughts and questions matter. Leave your questions and comments in the box below.

Images from iStockPhoto.

Tags: , , , , , , , , , , ,

About the Author, Marcus Sheridan

Known for his boundless energy and enthusiasm, Marcus is a thought leader & popular social media speaker. Download his FREE 230-page Inbound and Content Marketing Made Easy eBook. He's on Twitter @TheSalesLion Other posts by »




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  • Fgdfg

    I think it’s interesting that Apple has zero direct presence in SM. So not every company needs to be active in SM, but it sure helps if you have something worth talking about.

  • http://www.sunsetbeachclub.com/blog Justin Thompson

    Great post Marcus! This is probably one of the most challenging parts of my job as a Social Media/Community Manager at a hotel. I’ve got great ideas for Blog posts etc but time is the crucial factor here. If I could get the rest of the team – or at least a few of them – on board, we’d be rolling out some fantastic content. We’re already seeing the Inbound Marketing is working for us, especially through out Blog, but now need to find a way to “increase production”. I think I’ll have to start planning a Social Media Summit for the staff! (Fancy a trip to Spain ‘;-) )

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  • http://www.facebook.com/bcdg24 Bethany Soler

    This article is GOLD. I’m in a position within my company’s marketing department to steer the entire company into a social media campaign, but it’s a very delicate thing, and I want to get everyone on board, while respecting the politics and feelings of my coworkers. If we can successfully launch this campaign, we would have an edge over every one of our competitors in the same nitch of our industry (which is a good, ol’ boys, handshakes-only type of business), so I have a great incentive to get the company up and running in this direction.

  • Brent Applegate

    Interesting ideas.  One thing that you missed is that of information security / company secrets.  I remember when I was working in a leading technology provider and when I suggested that employees might help by blogging or using social media, the reaction was swift and negative.  Management’s reaction was all about minimizing the loss of company IP or trade secrets, effectively shutting down the social media strategy.  Perhaps you could address “Information Security” in a future post.  Thanks!  

  • http://twitter.com/TheSalesLion Marcus Sheridan

    Yes, it certainly helps “having something worth talking about”…but I think also much of that has to do with management’s ability to “create the vision”, something Jobs did so well. And by giving that vision to his employees, they all had a place to start from, and the magic could go from there.

    Thanks for the comment!

  • http://twitter.com/TheSalesLion Marcus Sheridan

    YES Justin, that’s exactly it! Somehow you’re going to have to give *your* vision to those other folks in your company. Will it be easy? No, not necessarily, but if you take the necessary steps you can certainly give them a vision and direction they don’t currently have…and then many just might get on board this Social Media train with you. :)

    Good luck!!

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    LOVE your goal here Bethany :) Yes, this can be a delicate process, and yes, you do want to get as many on board as possible. That’s why a strategy like the one listed in this article is such a key. I promise that if you give this a go, you’ll be seeing some powerful results…and everything will start to feel different as others join in.

    No reason for you to be alone in this social media quest Bethany! :)

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    I’ve talked a ton about this very subject on my blog Brent, and I’m really glad you bring it up.

    Yes, workers need to understand the do’s and do not’s, but the truth is most companies think they have “trade secrets” when don’t. We often act like so much of what we do is “proprietary” or “secretive”, when it’s nothing special.

    Again, I’m not saying that certain things shouldn’t be left alone, but as a whole, our attitude needs to be “show all”, as the more we give, the more we’ll receive.

    Also, with any “company” blog, there should be a CCO– or Chief Content Officer that is the final “filter” of what is published and what’s not.

    Thanks so much for the comment Brent!

    Marcus

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  • http://mailVU.com/ Kamilla Gary Wyatt

    Great info! I think I’m going to start planning a Social Media Summit
    for my fellow employees. I especially like the mention of video since
    that’s our industry:)

  • http://www.clarekelway.com Clare Kelway

    Awesome article Marcus!  And great timing for me!  I recently became the CMO for a chocolatier who had no social media presence so for them this was a HUGE leap of faith!  We are having positive impact but your suggestions are GOLD for getting all the employees and the management on board.  I am sharing this article with the management!  The suggestion for a company social media summit is great and I intend on implementing that right away!  There is no doubt that my editorial calendar will get filled when we brainstorm questions that customers ask! 
    Thanks

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  • mlohr

    This is an outstanding article and very relevant to the challenges many social media marketers are facing.

    My company recently created a Social Media Group on our internal digital community to encourage buy-in. The group is open to all staff and serves to educate group members on how to use social media for business. It includes a staff repository of Twitter handles; polls; industry and company news to encourage social sharing; a list of industry blogs to check out; relevant reports and metrics; and social media guidebooks.

    I’ve also heard of companies and organizations formulating social media case studies (American Public U championed this at Social Media Week DC) to highlight results of engagement w/ customer support issues, new business development, etc. I’m hoping to adopt this one in the near future.

  • http://www.coursesmart.com/ Whitney

    I love the idea of brainstorming commonly asked questions and then turning each question into a blog post.  How else would you suggest brainstorming Blog content and encouraging employees to participate by writing articles?  Great post!

  • Danitalicious

    Great article! Anytime we take on a new social media client, one of our biggest efforts is to give a ‘summit’ to educate employees. In most cases, most of the employees didn’t even know (or realize) that their company had ‘gone social.’ And most didn’t realize why their company was doing social media. As we explored those reasons, the employees were a lot more apt to jump in and participate. Which brings me to something I’d add: encourage participation from employees. The more they interact with their pages, the more awareness will spread. We’ve also seen that internal employee contests have worked really well to help grow fan bases. Not only do incentives work well for fans of any business’s social media, but incentives for their employees to participate also work. 

  • http://twitter.com/TheSalesLion Marcus Sheridan

    Awesome Kamilla, that’s great! I’d love to hear how it goes for you! :)

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    Hey Clare!! A chocolatier, ehhh? What a fun niche to grow! So excited that you got something from this and hope your management will run with your ideas :)

    Best to you,

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    You’re welcome!

  • http://twitter.com/TheSalesLion Marcus Sheridan

    I think what you’re doing is great Marlysa and yes, highlighting engagements results is a big, big deal to all of this. Members of the team need that feedback and the subject needs to be kept front/center.

    Good luck in all your efforts!!

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    If we’re great listeners Whitney, we’ll have unlimited blog content. I really mean that. But as for participation from others, again, it goes back to everyone starting on the same page, understanding  “the why”, and then having a plan to carry it through.

    Good luck with all your SM efforts Whitney!

    Marcus

  • Lisa Hahn

    Great article, and especially like the other ideas offered by readers. I really enjoy Social Media Examiner, and learn so much from you guys & gals. Thank you!

  • Amy

    Great article Marcus.  I would just add that for companies operating in regulated industries, compliance training and monitoring are essential.

  • http://twitter.com/shenyker Sheny Gregory

    Great article Marcus! I love the example of you engaged the group in a shared vision exercise. You hit the nail on the head that it is conveying the vision to your employees of what SM can do for your business. I like calling the training piece a social media summit. I am a big social media examiner fan and always learn something to add to my tool belt. Thanks!

  • Rick Henry

    While Apple does not have an active presence in social media, their brand creates as much social media buzz as any other brand.  From discussions about their stock prices to rumors about the iPad 3 or the next line of Macbook’s, the brand and products are always hot topics of discussion.

  • paulakiger

    I just wrote a long comment but apparently hit the max and lost my comment so now I’ll condense!
    1) For our organization, we would need an “intro” step to all of this – convincing the senior staff that there is a way and reason to talk about info that could be perceived as “negative” over social media. It’s going to get talked about via SM or by thousands of people calling your contact center after the fact. And 2) the organization needs to have a policy in place regarding when staff can actually be ON social media (i.e., have Facebook up).

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  • http://www.Zoomerang.com Jason Miller

    Fantastic post Marcus. Really nice ideas here. We dedicated an entire month to Social Media training for employees here at Marketo. I set up three workshops to educate and train across the entire company.  The results were tremendous and everyone was really excited to be involved moving forward. 

    Here are a few of the highlights from Social Media Month at Marketo: 

    http://blog.marketo.com/blog/2012/02/go-on-get-your-blog-on-how-to-empower-employees-as-blogging-champions.html 

    http://blog.marketo.com/blog/2012/02/utilizing-linkedin-to-improve-seo-and-organic-visibility.html 

    Would love to hear your feedback!

  • http://www.directionstech.com.au/ April Neylan

    I found this really helpful Marcus, thanks very much.

  • Barbara Capps

    As the newly appointed social media mgr. for our yr. old start up I can
    validate that your ideas are spot on, Marcus!  My favorite is to send
    out a newsletter.  I’ve been sending out emails, but with only stats.
    Now I see that if I put in follow up stories giving employees credit it
    might actually get read from now on! The one thing I might add is to
    always serve food at the events!  

  • http://www.facebook.com/profile.php?id=1321598817 Barbara Faucett Capps

     Danitalicious, you can’t mention “contests” without giving us some ideas! Teach me…er, us!

  • http://In-The-Flow-Marketing.com/ Jim Campbell

    How about having a vote by the article writers (bloggers) themselves to elect the best blog of each month?

  • http://twitter.com/TheSalesLion Marcus Sheridan

    GREAT ideas! Yes, a contest can certainly create buzz and participation. And understanding the “what” and the “why” are a big, big deal if an entire company is going to “get it”.

    Thanks so much for this Danita!

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    Agreed Amy, it’s a must!

  • Marcus Sheridan

    Happy to add those tools Sheny! :)

    Continued success to you!

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    “Always serve food at the events…” Well you’ve got my attention Barbara! :)

    Good luck with the newsletter, I know it will work well for you!

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    I think that’s a GREAT idea Jim!

    Thanks,

    Marcus

  • http://twitter.com/TheSalesLion Marcus Sheridan

    2 very good points @paulakiger:disqus . There really does have to be top to bottom buy-in for social media to work for a company. But I think if they are sat down, and shown actual case studies of others making it work (especially their competitors), then they are more inclined to take this new phase of marketing seriously.

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  • Simon Espley

    This is a really useful post Marcus, spot on – well done.  My company is in discussions with a large print magazine publisher about helping them with apps and strategy for the evolution to the mobile, social, interactive space.  A vital aspect of that process will be massive cultural change within their organisation – your post has helped me gather my thoughts.  Thanks.    

  • http://www.bestpoolandspastore.com/ Tg Ccpools

    Great post. As the owner of a small swimming pool company I think I am doing better than most but my client/webmaster always has to harp on me to blog more, post more, take more videos.. Many things fall on my shoulders and social media isn’t always at the top of my list. I agree it needs to be company wide. My employees have some great ideas. Tapping them for there input on our social media efforts is a great idea. It doesn’t always have to come from me.

  • http://twitter.com/customerintell Darryl

    Very nicely done Marcus! The birth of SM
    is still new as you can see with most of the comments in this forum.  We
    are all still trying to figure out what route is best for B2B or B2C or both.
     But for any company who is giving it their all in SM my hats off to them.
     But all-in-all, who is looking out for your brand and your competitors
    brand…yes we can do this internal…but what about the other projects we need
    to juggle!  Have a company Listen | Analyze | Act is Socialintell.com philosophy.

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  • Gtrudgett

    This a really great article. Here at Intergage we have employees brought into why we use social media, and even have assigned paid time to encourage use. But the ideas above of how to engage and encourage the reluctant ones are really great, especially appointing a coordinator

  • http://www.i95dev.com/ecommerce-magento Henry Louis

    I started a small business 6 months back, but I am struggling to get support of social media. I hope this post would be definitely more helpful to me to solve my problem. Thanks for sharing this post.

  • http://www.comfi.be/ Lieve Clijmans

    Fact is that we all know social media is the next big thing, but it is so hard to convince clients to do it and show the objective benefits. So, it’s a matter of initiating it, keep on doing it, and proving the results. That makes people go on. How do we do this effectively and relevantly?

  • Postmaster

    Great tips on SM, and how to implement strategies on staff members within the company.  I have been doing all the web marketing for the company,  yet I have been blocked from doing so many things, due to company secrecy, towards manufacturing of machinery,  yet,  so many similar machines are found even on YouTube.
    There is absolutely no help from staff,  so everything comes from my researching and brainstorming.  When I asked everyone to join FB, Twitter or Linkedin, it was exactly as you said in the article,  I explained how it would help the company and yet I have 1 person that joined Linkedin and FB, and a few joined FB, but not the company fan page!  I am working with a group that are really unprofessional and careless!  Any ideas how to beat this?

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  • http://blog.socialmediahq.com/ Nick Robinson

    Amazing! Totally agree with the “social media summit” to-do. I’ve seen multiple efforts become lackluster and silo’d due to lack of internal awareness and understanding of inbound marketing and social media. I actually conducted this type of summit for the first time 2 weeks ago, and I truly believe that this new client is equipped for success. Glad you brought this to our attention!

  • Alliemae1

    I am working as an Electronic Ad Coordinator/Graphic Artist for a corporation and have been through the same struggles. It is a brand new position for the company and it was a big step for the company to accept as a full time position.  I am passionate, hard working and driven to motivate the company as a whole about social media but it takes time for them to accept the new way of Inbound Marketing. 

    This article is a great resource for me to show co-workers. It helps keep me motivated that I am on the right path and that others are experiencing the same difficulties. What perfect timing as well, I just scheduled a mini Summit with our Merchandising department last week to educate them on our social media strategy and how they can help make it a success.

    I also love your idea of working together and that social media is more than a one-person job.  I have wanted to combine each department in our social media strategy for some time now and with patience and time, it is finally expanding throughout the company.  That doesn’t mean that each one excepts the new way of communication, but I think the door has definitely opened.  That is all that I ask.

    Once I educate more departments throughout the company, I am going to try the newsletter idea.  I think this is a great way to keep everyone motivated and excited about social media.  The one big hurdle I have is that currently most workers in the company do not have access to the main social media pages like Facebook, Twitter, YouTube, ect…  They are blocked for security reasons.  There are a few people throughout the company that have access, but everyone needs to have access in my opinion. 

    Another side of my job is to educate our business owners on social media.  I have done presentations and in-store training, set up Facebook intro guides, 365 status updates to copy/paste, set up groups to grab graphics, info, and other resources, and the list goes on and on…  Basically, I am trying to plan everything for them to maintain their social networks.  I have businesses that are all different sizes and at different places in their marketing/advertising plan.  I accommodate the beginners as well as the more advanced.  We have about 1500 stores and I have helped over 100 stores get educated on social media.  Is there any other advice to spread the word around faster? 

    I am trying to spread the word as fast as I can, but I think with time we can develop a history to follow.  I also hope that once we get more educated internally as a company, I can get more co-workers to help spread the word as well.

    Thanks again for the great post!  Keep up the good work.

  • Pat Heffernan

    Marcus – This is a terrific post with useful ideas for any company. We’ve used many of these strategies effectively with our clients and couldn’t agree more that education and ongoing involvement is key to sustaining employee buy-in. (The ‘social media newsletter’ idea is very appealing for this.)

    Another tool we find useful is regular reporting using a one-page ‘social media scorecard’ that shows the objectives and key metrics selected at the beginning of each year. People love to see the team’s progress towards a goal! Thanks for sharing.

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  • Evan Aagaard

    Have to disagree with you on the video suggestion Marcus. As easy as web video production has become it should still be considered in the upper echelon of the type of content you can (and should produce). You can teach good blog writing but good video production comes from a more artistic inclination not to mention solid technical competence and empowering the average worker to make his or her own videos can be a recipe for off-brand disaster. 
    Hire a pro. Your video quality reflects directly on the professionalism and competence of your brand. Even something like bad lighting or poor sound says a lot about the corners you cut to get the job done. 
    That said take this with a grain of salt. I’ve been a web video producer for years so I tend to stick my nose a little higher on this topic but I’ve seen some absolute abominations produced by otherwise respectable companies that caused me to question their competence across the board.  

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  • http://ontracktips.com/ Jason Wiser

    Social Media Examiner just recently released this article that addresses this directly. 
    http://www.socialmediaexaminer.com/10-tips-for-creating-a-social-media-policy-for-your-business/ 

  • http://ontracktips.com/ Jason Wiser

    “We just don’t have the resources / personnel to spare for Social Media” Has anyone else ever heard this? (I suspect everyone who’s read this far down.) Well this article is the answer to that question. Instead of creating just one position to manage Social Media, Create a position to manage the employees knowledge of Social Media. Have a summit. 

    The following is a paraphrase of a conversation I had recently with a Company about their Social Media.

    Me: “how many people do you have on staff in this facility?”
    Them: “500+”
    Me: “And what was the interview process like? I mean what kinds of questions did you ask them?”
    Them: (told me a list of very specific personality defining questions about likes, skills, interests of the candidates)
    Me: “And do you ask those same questions for all positions?”
    Them: “Well, yeah. We want to be sure all our people are like-minded thinkers”
    Me: “So you have 500 people under one roof that all have similar likes, skills, and interests?”

    Summit!

    P.S. As you develop the program / training for your Summit, you will discover a lot of holes in your existing Social Media strategy, and this will help you identify and plug them.

    Great article!

  • Farzana

    Hi Marcus a very useful article indeed and will put it to practise. Importantly you speak about conducting a Social Media Summit to highlight the power of social media and how content marketing works etc, would you be able to guide me to any blog or website wherein I can get the above information to prepare such a presentation?
    Look forward to hearing from you.

  • http://www.Zynali.com/ Nate

    Excellent tips, Marcus!  Sadly, some people just will not buy in.  Even if they already have social media accounts, they don’t even do the simple things such as ‘like’ or ‘share’ content produced by the company’s page.  Talk personally to these people for a few minutes, but don’t let them sidetrack you.  Invest time and energy into those who ‘get it’! 

  • UnholyGod

    After sharing this post with my coworkers, we have everyone onboard facebook
    We usually use facebook group for plan and poll purposes. Finally everyone is in the group and so coordinating has become a lot easier.
    This post was the pushing factor to get people who didn’t want to connect with other worker to finally give in. Also people who didn’t have an account, created one.

  • Chris Picanzo

    Great article Marcus, 
     I am a social media marketer for a host of different businesses and it can be a struggle to get some companies to understand the importance of a social footprint not to mention get them to play along in the correct ways. As well as having proof that it does drive traffic or sales to your company if handled properly. I already shared this article with my networks and I will be showing it to some clients that need to know. Thanks for the great read and I look forward to more nuggets in the future.

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  • http://twitter.com/chris_heiler Chris Heiler

    Good stuff, Marcus. This is exactly what I’ll be doing for one of my clients in the next month or so. I like the idea of calling it a “Social Media Summit”. Great idea! 

    It was great hanging out at the ANLA Clinic a few weeks ago. I’m sure we’ll run into each other again soon. Take care!

  • http://twitter.com/Vision2Voice Andrea Gregoire

    I like the idea of a summit as well. I also think having a policy or some guidelines help leaders feel more comfortable with the idea if they have concerns and can also be a positive way to provide guidance to employees. I have developed policies for clients to empower their employees rather than restrict them and it seems to work.

  • Monika Courtney

    I Liked your article, as self appointed CMO of our small business, I’m endeavouring to make social media work for us. I don’t have an I.T. Or promotional background but have enjoyed this area. I am a 1 man band, but I loved the processing in the 5 steps. I need to connect all the medias and our web page. I’m learning the process as I want to be in control. I think I need a sit down class/ it would be great to eavesdrop on one of these companies sessions!

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  • Lillie

    Great article!  I feel like many often forget that not everyone knows what to say/how to say it when it comes to social media, so I like the idea of helping employees out rather than throwing them to the wolves.  This article was very helpful!

  • http://twitter.com/allenzcw Allen Zhang

    I agree with your five ideas, I think the five ways you mentioned are significant of business. 

    Recently, I’m taking communication ethics class, in the text book Communication Ethics Literacy says “A dialogic communication ethic begins with an understanding of dialogue responsive to content arising from narrative ground that anchors persons in conversation.” Today, we really need to create the dialogue in the right place to the right subject. 

    First, you said “someone must take the lead,” in book Ethics in Human Communication states “Dialogical perspectives for evaluating communication ethics focus on the attitudes toward each other held by the participants in a communication transaction.” Therefore, in business field, there is always need a person to create the dialogue and lead the people get into the conversation. Apparently, right now social media is the best way to connect build up the dialogue and get the conversation going. I like the fact that you focus on the dialogue on the employees which is very important. Most of business more focus on the customers. “A speaker be sensitive to listeners freedom of choice and be willing to tolerate a listener response contrary to the one sought.” For the dialogue, it’s important for for us to be the good learner and the listener. 

    Before go further than that, like you suggested we need to “someone must take the lead,” “educate via an event,” “encourage employee action,” “create company social media newsletter,” “training and education,” all these dialogues we build inside of the company, it the foundation of the dialogue we are going to crate for outside of the customers. 

    We were discussing in our class about the dialogue not only just for the customers, but also important for inside of the company, since social media has become more and more popular, we should utilize all these platform to crate the dialogues then achieve the success. 

  • Whipplelauren

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    –I
    find this post helpful to me as business owner. I find that social media is the
    best way for me to stay in contact with my clients. I believe in being fully
    engaged in it by updating your pages, blogs and tweets. When I participate in
    social media clients pay attention and care about my business because they are
    able to get more details that they wouldn’t otherwise have if I only had a
    website.

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  • http://www.hifidelitymedia.com/ Sean Soth

    Great article Marcus.  A company Summit is a perfect way to introduce the opportunities that a company can have with social media, and gaining “buy-in” fosters a sustainable model.   Curious, did you guys have a way to help totally green folks get up and running with their own accounts?  I’m leaving meetings where most folks are on LinkedIn, but is gets hazy after that.  Aside from pushing a “sign-up” day, any ideas on getting the greenies going?

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  • http://www.mikemccready.ca/blog/ Mike McCready

    I love this article.  I’ve been charged with leading the social media activities at the college I work at.  We’ve developed policies, training programs, processes, etc. to empower and encourage employees to take part in these social spaces.  But the one thing we’re lacking by the majority is buy-in.  Not so much buy-in for social media, but buy-in that they should be involved.

    I love the idea of the summit. I’m going to try and get that to happen.  I also use to include a bit about social media in our employee newsletter, but I let it slide.  I am also going to restart that.

    Thanks for the great post.

  • Social_Ben

    Great read and content, I totally agree. I run a community and have this year ramped up education to two times a week, each topic and each week something different, including external guest speakers. All in bite size session ie fifteen – twenty minutes max. Works very well. Also I would like to back your use of monthly news letters, they work very well, but keep it sleek and easy to read.

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  • http://twitter.com/4Sabara Sabara

    Great Read, It has encouraged our company to start a social media challenge for other companies. HAND IN YOUR LOGO get more info on Facebook / SME Branding

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  • Mark at NW Rugs

    Far and away this is the biggest challenge in managing social media. Thanks for the tips.







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