About the Author
Christopher Barber was working at GM when the car manufacturer went bankrupt and had to be restructured with involvement by the Federal government. In 18 months, he underwent a accelerated course in social media that would have taken years to complete elsewhere. He shares this expertise with the reader.
Social Media in Large Corporations
Social = Communications The company, top-down, must OWN social media. Everyone should realize the social web is vibrant and growing and should be managed to the benefit of the brand. There must be consensus and acceptance of social media by all involved departments, especially the departments that will believe social media should be under their auspices.
Key Members of Social Media Team
- lead - actively involved in networks, accountable, "gets" social media, likes people, extroverted.
- evangelist - "business savvy, a common touch, marketing sense, common sense, and a little bit of geek . . . [without] an overdeveloped ego."
- executive champion promotes "open mindedness to social media . . . establishing where authority rests . . . enforcing that authority when disputes arise . . ."
- ROI and measurement,
- legal issues,
- social media policy,
- training employees to use social media,
- working with bloggers
- keeping the social media team lean, and
- what to do when mistakes are made.