Getting senior management buy in for a social media presence

Facebook in the public sector :Getting senior management buy-in

Darren Caveney I 14 March 2012

How often are you having to make the case for using social media?

FACEBOOK : getting senior management buy-in

FACEBOOK : getting senior management buy-inReally, there are barriers?

So, how do we turn that around and get buy-in?


“what we need is a plan” here’s one…


7-point business case…

1. Talk in senior management language…

-Don’t bang on about social media/getting social

-Talk about ‘delivering digital engagement’

-Talk about building trust

-Talk about innovation

-Talk about customer experience

-Talk about channel shift

-Talk about Value For Money and Return On Investment


7-point business case

2. be strategic, not tactical

-position social media as a strategic solution, not simply a tactical tool

-it’s not getting social – it’s about engaging customers

-it’s a ‘market-led’ approach to business and it’s what many customers want, expect, demand


Seven-point business case

3. It’s about the metrics

- The numbers are compelling and undeniable

-If Facebook were a country… yeah, yeah, yeah

-Need to make it local and relevant

-50% people now follow ‘brands’ on social media*

-36% users post brand related content*

*source: thesocialskinny.com



4. What’s the story…-Talk up the opportunity to tell your organisation’s story-Paint a broader picture, create a more engaging narrative-Be human, be open, tell stories, connect, share.-Lead the conversation.



5. reputational benefits-clearer positioning-improved customer access-better conversation-quicker learning

Perception is that public sector is poor – actually, there are some exemplars in social media. Learn from your peers.



6. The world has changed

-Do we really want to get left behind?-Press releases to newspapers which are going out of business…-Where will your organisation be in 5-years time if you don’t embrace and engage?



7. Don’t be afraid to remind them…


Social media isn’t just for geeks…


5 ‘don’ts’


Getting senior management buy-in5 ‘don’ts’

1.Don’t spend months organising a social media group and trying to get everyone into a room on the 12th of never…

5 ‘don’ts’

2. Don’t spend months writing a complicated social media strategy


5 ‘don’ts’

3. Don’t forget your ‘helicopter view’ – strategic, not tactical


5 ‘don’ts’

4. Don’t forget your staff…


5 ‘don’ts’

5. Don’t do what you’ve always done before – innovate, evolve…


5 ‘do’s’


5 ‘do’s’

1. Clearly set out and share your objectives & desired outcomes


5 ‘do’s’

2. Do take time to understand and then manage expectations…


5 ‘do’s’

3. Do consistently state the opportunity it presents to efficiently and effectively engage with your residents, your customers and your staff…


5 ‘do’s’

4. Do make it clear that you can’t always control the message. And that’s ok.


5 ‘do’s’

5. Do create a launch campaign that can galvanise colleagues and partners and provide a kick-start…


The best plans are the simple ones…

As a team or working group agree what you want to achieve then make a plan …

keep it simple,

stick to it,

work together,

make it happen.


So, it’ll be easy now, yes?

Not necessarily. So what else can we do to convince the powers that be…


5 tactics that work (and are simple… )

1. The Bear Trap

2. Try something small, keep it to yourself…

3. Get yourself a friend, a supporter, an advocate, a sponsor

4. If you have to pitch your proposal – pitch it to someone who can say ‘yes’

5. BUT – you may only get one chance to pitch, so get it right


They still won’t listen…

So, get some help - invite someone external to talk to your senior management team


And don’t forget one of the greatest selling points of all…

It’s FREE… You are not asking for money


And ask them straight:

- Do we trust our staff?

- Do we want to empower them?

- Aren’t they our greatest asset?

So let’s provide the tools to deliver.


When things go wrong:


Have a plan.

Do make it absolutely clear that if things do go ‘wrong’, they

must not close it all down.

That would be a huge mistake.


So, what next…

Senior managers like strategies…

Here’s an effective social media strategy: JFDI

How many big strategies do you already have

and how effective have they all been?


So, what next…

If you win that battle, they’ll make you write a detailed

protocol…

Is that necessary?


No – social media guidelines can be created using just 140

characters


Getting senior management buy-in

Let’s recap

- You may need a business case

- You need a plan, a vision

- Simple is often best…

- You have some tactics to make it fly-You have help/support out there-Be brave – don’t be afraid to challenge

thanks for being social


Questions? Panel session

www.comms2point0.co.uk

Twitter: @comms2point0

Twitter: @darrencaveney

Photo credits – US National Archive

http://www.comms2point0.co.uk/

Getting senior management buy in for a social media presence

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