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The Three Pillars of Social Media Readiness

February 25, 2011  

As we strive to maintain impressive brand personas in the world of social media, unforeseen challenges can arise—from the inside out. It pays to bear in mind that things invisible to the outside world—"the anarchy, conflict, confusion, lack of communication and organizational silos" behind your firewall, as Michael Brito puts it—can manifest externally and make social brand-building far more difficult and less effective than predicted.

Fortunately, Brito has written a manifesto on the three internal "pillars" of social media readiness (illustrated here) that best equip companies for social interaction and brand building. They are:

People. Break down your internal silos and get your teams collaborating. If your employees lack open channels of communication among themselves, they certainly won't be able to form a front line to face the outside world.

Governance. Create processes for managing chaos behind the firewall; social media training, guidelines and policies are crucial. Make sure your social media training is offered consistently across your organization. Doing so won't just protect you on the outside; it will also help make your employees feel more empowered.

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  • by Nick Stamoulis Mon Feb 28, 2011 via web

    You have to get your employees comfortable with using social media in their own daily life before you hand over your company's social media marketing plan. While younger employees might use social media on a daily basis, do they know how to switch their tone/language to something more appropriate for a business? They have to go in knowing what the goals and branding objectives are, so as to not accidentally work against them.

  • by Melissa Cahoon Fri Mar 4, 2011 via web

    As we continue to encourage our clients to contribute to their social media accounts, these three point are extremely important foundations for successful B2C interaction (especially with employees who may be new to social media). Can you recommend any good guidelines that outline appropriate Twitter etiquette to share with employees (that could be customized to the business, of course)?

  • by Vahe Habeshian, MarketingProfs Fri Mar 4, 2011 via web

    Hi, Melissa.

    You might start with this MarketingProfs article for some basic guidelines on Twitter use:

    Also, if you were to google "twitter etiquette," you'd be sure to find some great info.

  • by Melissa Cahoon Fri Mar 4, 2011 via web

    Thanks Vahe, have a great weekend!

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