This post originally appeared on State of Search.
Given that engaging on the social web can benefit your brand’s marketing, recruitment, PR, sales, customer service, and other departments, the question of ‘who should manage and represent your brand on the social web?’ will inevitably arise. The answer is, all of them.
I believe that all employees with a passion and interest in representing the brand should be encouraged to. Utilising the expertise and networks of the people within your business is incredibly valuable when it comes to engaging on the social web and is not something that can be easily outsourced.
It sounds obvious, but many businesses give a variety of social media responsibilities to the PR team, the tech team or external agencies, which is fine, but social media is not about using tools, it’s about extending your current business activities into the landscape of social media to identify opportunities. It should therefore ideally be the responsibility of the people within the business, assisted by those with experience in recommending tools and strategies to increase effectiveness and productivity.
The first step to creating an effective and sustainable social media strategy is creating an internal structure that makes the most of employee’s strengths and interests.
However, getting employees to engage on behalf of the brand is easier said than done, and there are many potential issues that need to be prepared for prior to jumping in. Remember that everything you publish on the social web represents your brand and adds to your brand’s online shadow, and this is why I believe businesses encouraging staff to engage should implement a social media council.