I’ve never been a big fan of tacking on fancy words like “expert” or guru” to the end of job titles. How many self-proclaimed “social media experts” do you know? Probably more than one. And guess what? That job title is becoming more irrelevant with each passing day. The gatekeeper model of social media marketing is old news and in the next few minutes I’ll show you why.
Social media marketing is no longer an activity that involves just one person. It has evolved into something much more than that. For small businesses in particular, in order to achieve an authentic social media presence there needs to be a multilevel approach from this point forward.
Now, there’s nothing wrong with putting someone at the helm of the ship and allowing them to set the course, but don’t designate them as the only ones who should contribute to the social media output of your organization.
Quality content (which is still the core focus of an awesome social media campaign) needs to come from all levels within an organization. Encourage your team members to share what they believe will build value for your brand and your audience.
Of course, you can certainly put quality assurance measures in place to ensure that what is being broadcast aligns with your overall brand strategy, but do so in a way that doesn’t seem dictatorial.
At the end of the day, the goal should be to get your entire team on the same page as to what you want your social media strategy to look and feel like. Make everyone into a believer and never stop teaching your team how to live up to realizing this shared strategy.
Yes, if you do it this way and take a shared approach to social media, mistakes will be made, but guess what? That’s what authenticity looks like. Mistakes are not always a bad thing. There are so many more upsides to this approach that cancel out the downsides, it only makes sense to give it a try.
One of the upsides might not even seem so obvious at first, but it might be the most important advantage of all. That is, when everyone is made to feel like a part of the team, they start acting like team players. In this sense, a multilevel social media strategy can bring your organization together in a way that has never before been possible.
That doesn’t sound so bad, does it? If your organization is already using this approach, I’d love to hear about how it is working. Just post a comment below.
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