Welcome to Part 3 of a 4 part series on getting your organization acclimated to and actively involved in social media. In earlier posts, we talked about setting the stage for social media participation, and writing an effective RFP. This time around, weâ€™re going to examine another key aspect of intentional, strategic social media participation: working with partners and vendors.
Whether itâ€™s an agency providing consulting or a deeper level of implementation, a freelance blogger providing content, or a tech firm offering monitoring or deployment solutions, outsourcing will probably be an element of your social media effort.
After selecting the best-fit vendors, you need to empower them to work effectively for your organization, without creating unnecessary negative exposure potential (you know, that scary, â€œbrand-terroristâ€ stuff that freaks the C-levels out about social media).
In addition to that, itâ€™s your responsibility to make sure that your social media partners, your PR firm, your agency partners, and your internal marketing folks are all clear on their respective roles and responsibilities.
To change things up a little from the previous entries in this series, instead of spelling out what you need to do, weâ€™re going to tell you what not to do.
(Note: I was originally going to do this in limerick form, but since I couldnâ€™t find enough words that rhymed with â€œpartners,â€ and haiku just didnâ€™t feel right, Iâ€™m afraid bullets will have to suffice.)
When it comes to working with social media vendors and partners, donâ€™t:
- Assume that because youâ€™re using the same words, youâ€™re on the same page. To one person or organization, â€œsocial media marketingâ€ means doing banner ads or sponsored posts on blogs, to another itâ€™s a widget or promotion engine, and to another itâ€™s getting a piece of linkbait to the front page of a social news site like Diggâ€”and you may mean none of those things. As your organizationâ€™s personal social media explorer, you need to know each of your vendorsâ€™ philosophies and approach to social media, well enough to explain it to other partners if necessary.
- Be vague about specific roles and responsibilities in relation to social media among your various marketing service providers. As complicated as cross-channel integrated marketing already is, donâ€™t give your agency partners the additional handicap of unclear guidance when it comes to who is responsible for what when it comes to social media. The most likely outcomes are that two or more partners will inadvertently step on each others’ toes trying to cover the same ground, or that nobody will step up for fear of doing just that.
- Hire a partner or consultant for their expertise in social media, and then fail to listen to their advice. Okay, this last one is a little personal, but mostly itâ€™s just good common sense. If I hear one complaint more often than another from other folks who are doing social media work, itâ€™s that after taking the time to immerse themselves in social media and develop a depth of understanding for the space, and then working hard during pitch and proposal to convey that expertise to the client, when the rubber meets the road, their recommendations either never get implemented, or donâ€™t get implemented properly. Yes, there will sometimes be technical, legal or other considerations to take into account, and yes, you’re the guardian of your brand, but ultimately if youâ€™re going to hold the partner responsible for the success or failure of your social media participation, you need to sufficiently empower them to actually bring home the results youâ€™re asking for.
Frankly, if you can avoid these three major Donâ€™ts, youâ€™ll probably be in pretty good shape when it comes to working with vendors and partners in social media.
Jason will be back this week, all revved up and recharged from his vacation last week. Iâ€™ll be back with you next Monday to wrap up this series with part 4: Determining Success or Failure. Itâ€™ll touch on a particular hot potato in social media marketing discussion: metrics. See you then.
image courtesy Paleontour on Flickr