Aqua Pebble

How to con­vince Man­age­ment to use Social Media

September 26, 2010 | Comments Off

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Social Media is still a new con­cept to many com­pa­nies and there are still many peo­ple not con­vinced that it can work for them. Then there are com­pa­nies that have embraced it and man­age­ment are enthu­si­as­tic and totally into Social Media. This arti­cle is aimed at peo­ple who have dis­cov­ered social media and believe that it can work for their com­pany, but their man­age­ment are either less than enthu­si­as­tic or per­haps almost in the dark about social media.

The first and prob­a­bly the most impor­tant thing to be able to con­vince man­age­ment that social media is for your busi­ness is for you to believe that it will work. If you don’t believe it – they won’t believe it! Once you have this you then need to pre­pare your case.

First off you need to have a plan and under­stand what it is you want to achieve with Social Media. Just approach­ing man­age­ment with a we should use it – will prob­a­bly get you no where.

Once you have an idea and plan the best place to start is your own market/industry. Start with your main com­peti­tors and see whether they are using social media and how. Search for suc­cess sto­ries on com­pa­nies in your market/industry or ver­ti­cal markets/industries. If you can’t find any for your spe­cific market/industry you may have to go out­side – there are many suc­cess sto­ries around. Find some that are using Social Media in the same way you have in mind. Per­haps you will even get some new ideas that could work for you.

Search for inter­net sta­tis­tics to back up your case. Inter­net World Stats is a good place to start. It is impor­tant though that the facts you quote should be rel­e­vant to your case.

Now you have your plan, you have some facts, you have some exam­ples you need to show man­age­ment what it would mean to the bot­tom line. Now this is still a new area and as with any new busi­ness ven­ture the bot­tom line is a cal­cu­lated esti­mate. Some of your ideas may not even have any­thing to do with the bot­tom line. These are usu­ally mea­sured by KPI’s.

The best way to approach this is to look at the mea­sure­ments that are con­sid­ered crit­i­cal by man­age­ment and estab­lish whether you could mea­sure the same things for your social media ini­tia­tive and how that could be done. There are new tools com­ing into the mar­ket all the time and com­pa­nies focus­ing on bench­mark­ing, search around and see if any are rel­e­vant. You may have to see whether the results of your social media can be inte­grated into your cur­rent mea­sure­ment sys­tem. You could find that ini­tially it may have to be man­ual. The most impor­tant thing is that you have a solu­tion and have con­sid­ered how to mea­sure performance.

The last thing to tie up your case is to out­line how you would imple­ment this plan and the time­lines involved.

To improve your chances of a suc­cess make sure the pre­sen­ta­tion is pro­fes­sional and to the point.

Once you have a solid case it is time to present it to man­age­ment. Good Luck!

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