Why All Your Small Business Departments Should Engage on Social Media Channels
November 4, 2014
It's a term used often when discussing how your small business can use a variety of social media channels (Facebook, Twitter, Google+, etc.) to interact, interface and sell to your followers. And, engagement with your followers, clients, customers and prospects is key to your success.
Many businesses have one staff member, a team or hire a social media marketing company doing the social media management. All of which is correct.
There is also another innovative way your company can utilize social media to its utmost potential and it's a way often forgotten by many smallbusinesses: Having all of your departments participate!
This may sound challenging and counterproductive since it may add a layer to the social media management process. That would not be attractive to most owners and managers. However, there are several benefits of having all of your departments involved in the social media strategy:
"Employee Product Advocates" knowledge and enthusiasm.: A department head or team member can bring certain details and aspects to a product no one else can. They can describe the advantages of a product or service. Additionally, they can provide "How-to" or "Here it is"-type photos that can educate and sell the item to your followers and customers. They can also keep you updated on the item and send you "testimonials" to its success.
"Partner/Seller Advocates" usage and enthusiasm: Your distributors, sellers and consultants can provide their first- and second-hand testimonials of usage of your product. They can send photos of it at use and tell everyone how much it has increased sales, awareness, efficiency, morale, etc., with their business. There is no better sales person than the one who bought your product and tells everyone else.
Increased participation means increased morale.: Having all departments involved, even in a minor way, increases morale and adds value to their work and product. Your employees will appreciate their department being included, in a relevant way, with your business success as success is a team goal.
Now that you see how having all departments involved in your social media management can benefit your company, you need to carefully plan how it's done. Here are Five Ways to Have Your Small Business Departments Engaged in the Social Media Management:
Create a posting policy.: Make sure all departments know that you are posting 1-3 times per day. Enable them to be creative by having "theme days" such as "Marketing Monday" and "Discount Wednesday" or any other promotional type day. (Use the 80/20 rule so that all posts are not just advertisements.) Send that policy to all departments and have them sign off on it.
Create a "Competition Research Team".: See how your competitors are posting and how often they are doing it. Then see how yourdepartments can compete using relevant, entertaining and educational posts. Avoid being a copycat, of course, but know your competitors.
Have each department submit ideas for the monthly content management calendar.: Each department head (or an assigned staff member) can send the social media manager ideas and content (photos, graphics, etc.) for the following month. That gives them time to create content and have it approved.
Choose a social media management tool for all departments.: Research social media management tools and see which one best suitsyour company budget and needs. This would be used as an interdepartmental content management system that everyone can access and use easily.
Meet with department heads and the social media manager to keep branding consistent.: You want the messaging on your socialmedia channels to be consistent with your small business branding. All posting policies and practices should be understood by all stakeholders. So, have a quarterly meeting with all departments to keep social media contacts updated and on key with the branding. Are all departmentsgetting fair opportunities to post? Are postings relevant to the company image and brand?
Small business employees may have much to add to your public identity on social media. So, having all departments on board can only make it an even more profitable and enjoyable endeavor.