Social is not just another way to push content, it gives you the ability to connect human beings with one another and ignite conversations around topics of interest relevant to your social business initiative.
At IBM, the Social Business Manager collaborates closely with the Marketing Segment Manager to provide oversight for all aspects of a social business program including social listening research, planning, engagement and measurement.
Four requirements of an effective Social Business Manager include:
- Information Gathering
- Evaluating the data
- Social Strategy & Content Plan
- Measurement
“On a day-to-day basis, I mostly use HootSuite to monitor a few different social streams and what’s being said. I can retweet the content, or send it to one of our SMEs to share. I also like Sysmos. I use it on a weekly basis to track some of our numbers.” Kate Motzer, IBM Social Business Manager
Information gathering
Utilize social intelligence to understand the marketplace. There are a variety of ways to gather social intelligence. For the most reliable results, you’ll want to combine in-depth research with real-time listening. As a complex Social Media eco-system continues to emerge, any social media lead will rely on various tools to manage their social media programs.
“I’m using social dashboards to get information, or certain keywords or hashtags for conversations that are going around, and trying to be involved in that conversation, it also helps us identify communities and specific people who are influencers…” Cleveland Bonner, IBM Social Business Manager
Evaluating the data
Understand your audience; what is important to them and who is important to their conversation. Building your constituency — a group of people who would identify themselves as a group based on shared interests, beliefs, or behaviors — is a critical part of the success of any social business program. The more specific you are about your constituency, the easier it will be to create a digital plan that they will value and engage in.
“Are we driving conversations outside of the echo-chamber? Also, are people engaging with your blogs? Are they responding to your Tweets? Are they having conversations on Facebook or SlideShare?” Colleen Burns, IBM Social Business Manager
Social Strategy & Content Plan
Create a Social Strategy & Content Plan informed by your evaluation. Make connections between thought leaders. Determine who should be involved in this conversation, who can help the marketplace understand your company’s position and who can help your company leaders better understand the marketplace. Decide on the content type and content format that you should share and distribute in your social strategy.
Measuring Success (Metrics):
Monitoring and improving upon Reach, Engagement, Amplification & Conversion.
An effective Social Business Manager understands and cares about the needs of their client and the community that their client serves. They learn the business culture as well as the political, economic and social context that influences their client’s industry. The Social Business Manager uses this intelligence to help the client achieve their business goals by identifying, connecting and communicating with influential decision makers. The goal is to create value for the client.
Do you have a dedicated team to drive effective social business management? Are you wondering what roles are required? Check out my book, The Most Powerful Brand on Earth, which includes a full chapter dedicated to the roles required to build a successful social team.
