Attendee polling questions show that for most organizations social media communities are a work-in-progress.
By Kathy Barton, Senior VP of Social CRM
On November 13, 2012, Kathy Barton, Senior Vice-President of ISM, presented a Webinar titled “Building a Social Media Community: Who is Just as Important as What”. Highlights follow:
To get started in building a Social Media Community, ISM recommends you:
- Determine the objective
- Define the audience
- Create the governance structure
- Assemble the team
- Decide on the strategy
- Build the plan
Tools such as Facebook and Twitter are great for building brand and driving people to specific landing pages. However, if you want use social media to increase customer intimacy and support specific corporate goals, you need a private social community, where you own the data and have some control over content. It is important to keep in mind that people want to have conversations with other people, not corporations. Organizations need to create a community personality, and understand how that relates to their brand. In understanding your audience, ISM recommends knowing the answers to these four questions:
1. What purpose does your social media community serve for community members?
2. Which constituency should we be targeting?
3. What do they care about? (e.g., Interaction, Access, Deals)
4. What are their techno-graphic profiles?
During the Webinar, participants answered four polling questions. As you can see below, two-thirds of participants either had their own community or were planning one:
1. Does your organization currently have its own private community?
Yes, for clients – 21%; Yes, for employees – 26%; In the planning stage – 16%; No – 37%
Despite this, only a third felt that their organization was culturally ready for a more open, engaged relationship with their customers, and very interesting disconnect:
2. Do you think your organization is culturally ready for this type of relationship with your customer?
Yes – 30%; No -30%; Getting there – 40%
Another interesting data point concerns the number of companies that have a social media policy, or guidelines, for the employees, the lowest number yet:
3. Does your organization have a Social Media Policy for employees?
Yes – 27%; No – 47%; Work in progress – 27%
This feedback seems to indicate that although a over 60% of participants have or are planning a private community, far less than that have the governance structure and cultural readiness to properly support these communities.
4. Does your organization monitor or ban social media networking at work?
Yes – 13%; No – 60%; Some restrictions – 27%
This feedback seems to indicate that social media networking monitoring/policies is still in the infancy stage and with the growth of social media networking, organizations will have to develop policies regarding social media networking in the near future.
Our next blog will address social media policies for employees as presented in the webinar.
If any readers would like to comment on the key highlights concerning the webinar, please post your comments on the ISM Blog.
To access an archived recording of ISM’s, click here and scroll down to the “Building a Social Media Community: Who is Just as Important as What” Webinar listing.