Posts Tagged ‘silos’

Love Your Social Media, Don’t Orphan It

When many companies get into social media, one of the strange offshoots of their enthusiasm is they place their social media efforts into a silo.

This often happens because a company is so focused on making social media happen they forget to integrate it into the other parts of the business.

It’s a situation that emerges because the effort to create and launch a social media strategy and then implement a tactical plan can take a lot of time and energy.

This means the idea of blending social media into their communications, marketing and sales activity may appear like a different project altogether – something that would take a separate plan to implement.

The reality, however, is social media must be part of the overall mix from the beginning.

When a company starts to explore the idea of embracing social media, it also needs to think about how social media will support its communications, marketing and sales efforts. As important, a company needs to consider how its communications, marketing and sales efforts will support social media.

In other words, you want to create an ecosystem in which cross-pollination makes 1 + 1 = 3.

The worse thing a company can do is put social media into a separate silo or make it a corporate orphan left to its own devices. Without the support of the organization, social media can suffer and fail due to a lack raison d’etre.

The bottom line is social media needs to be embraced and cherished by everyone. When that happens, there are benefits for everyone involved.