Top 5 Critical Social Media Skills That Need More Hype

Future students, current students, future graduates, community members, and even faculty/staff don’t really care about the company structure. If they find you on Facebook, or leave a comment on your Fan page, they’re looking for a response from anyone who can help, regardless of what department that person represents or what someone’s official job title is.

Everybody in your company is in marketing, whether they want to be or not.

The people at your campus today should have the characteristics and confidence to succeed in this environment. Let the ubiquity and speed of communication empower your staff to act and be helpful, no matter where they are on the organizational chart.
Social media and real-time business affects every employee in your school in some way. Your official social media team—the people tasked with developing and maintaining your social outposts and real-time customer connectivity—are a critical part of your approach. But the rest of your employees are equally important to consider, as many of them will have to incorporate some measure of new responsibilities into their existing job functions.

Here me out! Increasingly, social media needs to become a skill, not a job.

Here are five skills that should be present within as many people in your company as possible:

Brand Immersion and Representation
Once upon a time, the only people who really needed to “get” your brand were the ones who built its external facade: marketing, public relations, and corporate communications. Now you need to give everyone some guidelines but also the freedom to articulate and represent your company in their own authentic way.

Success Metrics
Although only a small group of employees will likely be responsible for specifically measuring the impact of your social media initiatives, the best programs are those that share those metrics with all employees. (Imagine if the only person who knew the score of a football game was the coach.) Sharing that information can help people feel connected, feel invested in the outcome, and understand how their work is making a difference.

Listening
Having a finger on the pulse of how social media and the activity within it affects your school, your department, and your industry is a universal responsibility. Soon, it won’t be enough to have just a centralized “listener” and you’ll need each division and department (and the people within them) to be listening for their own unique purposes.

Internal Wiring and Story Harvesting
Your company must be able to communicate stories seamlessly whenever opportunities arise. It can be difficult to have enough breadth if just one or two people are seeking stories, so let everyone contribute, from the reception desk to the manufacturing floor to the IT department. Build great internal communication, and give people the tools to share ideas, experiences, and expertise.

Engagement
Your social media representatives will do most of the online communication with your customers and prospects—but not all. The current is sometimes too swift and the river too broad for one or two social media specialists to manage all the online touch points. The rest of your team can help by knowing how and where and when to engage, too. Build education and training programs for those who want to get involved, and help them be part of the effort.

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About andrewodom

Social Media Manager at Delta Career Education Corp.
This entry was posted in Top 5. Bookmark the permalink.

4 Responses to Top 5 Critical Social Media Skills That Need More Hype

  1. Molly Margosian says:

    Sharing even the smallest of messages on our page has impacted our student body. Where to pick up scrubs, events on campus, the weather, etc. It is important to our Social Media Team to answer any questions posted on the page as quickly as possible. Even if we don’t know the answer right away, we can ask them to call the school, or at least point them in the right direction. We try to post relatable topics to our fan base and include pictures whenever possible. So far, so good!

  2. Rachel Nestor says:

    This is imperative to the success of any organization. Consumers go to and trust each other to give them counsel about a product and/or service. No longer do they wait for a company to send out a press release to define their reputation. If your company is not online monitoring their customer and engaging in the conversation, your reputation will be decided for you.

    • Tyler says:

      I definitely agree with this. As a whole we need to know what our message is and how well we are doing at presenting this to our audience that way everyone can be well armed to engage our market and build a positive reputation within the community.

  3. Jennie says:

    I agree completely. Traditional management styles will no longer be the best way to do business. We need to allow more empowerment to our teams and have people onboard that LOVE what they do. The more personally passionate people are about what they are doing, the better they will be at doing it. These skills are an example of that.

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