Posts Tagged ‘Social enterprise’

It is of utmost importance for any organisation to keep two of its primary stakeholders happy. It is rightly said, that employees are the primary proponents of your organisation, hence selling your vision/mission to them and ensuring that they believe in the motto of the organisation is equally important as ensuring you have a happy and loyal customer base.

The term boundary spanner is used for set of people within your organisation who interact with the external environment. With social media gaining momentum, it makes the boundary spanners rather more relevant. So the larger the exposed surface of your organisation , your social message permeates deeper. Considering this, one of the primal strategy of an organisation planning to go digital, is to move as many people into the category of boundary spanners. Here is the difference between a large corporation and small start-up. The difference between a smaller organisation and large matured organisation is the percentage of people who are actually spanning the boundary. Take for example a start-up with less than 20 employees working for different departments, all of them strive to ensure that all customers, across channels, are attended to and the brand message propagates through the right target. On the contrary a large matured organisation has its human resources divided into silos  and keeping the brand alive becomes the prerogative of the marketing function.

With the strengths of social media, it becomes increasingly important that the curators are from all areas and not just marketing. So instead of having a social media marketing strategy, more and more organisations should strive towards having a social organisation strategy.  Having representatives from all areas, for a large organisation,  is like going back to the start-up days where you have high percentage of people in the organisation spanning the boundary and interacting with the customers. This comes with a risk. The strategic objectives of marketing campaigns run through the social medium need not be so clear in the minds of all employees sans of course the marketing department itself. So, while many of your employees can participate in such campaigns, not all can curate or drive them. So as a first check, your social campaign should be run within the organisation. This has 2 distinct advantages, firstly you get a broad idea on how your campaign will fair, secondly it becomes easy to spot those curators and present to them the strategic objectives of your campaign. Next, the boundary spanners shoulder the responsibility of converting more employees and customers as carriers of your message. The more, the better.

Lastly, one must keep in mind that the channels in the medium, unlike other marketing channels is not distinctly containable. Your campaign can choose a channel, but the message may find its way through to another channel, just by the click of a “like” or  “+1” button.

So marketing through the social medium although is the accountability of the marketing function, yet the responsibility lies with every individual in the organisation to build the social enterprise. The first step, of course, is the intent of the organisation itself.