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Social Media: what are you doing to help your bosses "get it?"
Social media technologies are increasingly critical to successful B-to-B marketing. The experts speaking at the 6/29 Focus Interactive Summit (register now: http://focus.com/c/B2E) say so, as do many others. And some types of bosses "get" social media (see the Focus FYI "3 Bosses Who 'Get' Social Media" at http://www.focus.com/fyi/marketing/3-bosses-who-get-social-media/) -- but many do not. How are you helping your bosses to understand why social media technologies are important and how best to leverage them at your company? And are those efforts working?
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4 Answers
Communication, communication, communication.
One thing that has benefited me is giving my boss access to directly check up on the social media efforts and see the increase in fan numbers as well as interactions. For instance, showing him the increase in interactions as well as continually communicating with him as to what the real purpose of using each social media outlet is.
It's a constant battle. Providing him with books to read has also helped b/c then he's realizing that I am doing and saying the same as the experts so it provides me with more credibility in that I am doing what is in his and the company's best interest.
Very good question and as they say the proof is in the pudding. SMM has to deliver results, be it more demand, better branding or higher quality leads (YES!).
If you find your boss/team is reluctant then start with something small that requires little effort, but pick a campaign that has high chance of success
Earn credibility by implementing smaller but ROI delivering programs. Then you'll have an easier time convincing the powers-to-be on SMM. Let the money do the talking for you.
When I joined the gaming industry in 2006 my boss didnt even want to discuss working with social media.. now he is the main marketeer for one of the massive social media games brands..
Sometimes you just have to give people time and lots of information for them to little by little get it.
Well done Leslie for keeping up the great work and little by little getting through to you boss! :)
I think its just all about showing the results. As long as you can measure your efforts and show that you have some kind of idea for building up something (brand awareness, followers, alternative communication channel, etc) your boss cannot ignore your efforts.
Coming back to this question, I would suggest taking a look at this report, it is pretty interesting and might give you some leverage in your arguments: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2010/
Also, if you want to, have a look at (sorry for the blatant self promotion here..) my blog entry on this http://gameswomenplay.co.uk/2010/03/30/social-media-marketing-and-being-your-.... I wrote this following some interesting results by two pieces of research done by eMarketer and CMB Consumer Pulse on what your Facebook friends are worth, how they benefit your company and how you can bring more value to them as a thanks.
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