Social media “buy-in” from senior management is crucial throughout the launch of your networks, but also vital to their growth and success. Like any “pitch”, it’s important to be concise, consistent and provide a call to action. But, besides the basics, what’s going to help you when you are face to face with management? Hopefully these tips will help:
Prove you can fix a mistake
- As much as social media is about conversation, interactions, and engagement, it’s about transparency. Show some examples of organizations that have made mistakes (they will happen!) and how they were transparent about the mishap. Users appreciate honesty; it will add credibility to your accounts. The point to drive home to your management is that you understand how to turn a mistake into a success. Although an extreme case, check out this example.
Health content to health conversation
- Explain the importance of two-way communication in the social media world. Social media is not a pamphlet or poster in your local community centres; it’s not a bus advertisement or billboard. It is an opportunity to provide engaging content to engaged listeners. Word of mouth has always been a valuable promotion tactic and social media is just that! Conversation will help your message spread.
Prove its worth
- Bring some concrete examples of how your organization will benefit from social media. Seeing is believing.
- Communications is changing thanks to social networking. Residents are using social networks as their main form of communication, and this is evident in how media outlets are now using social media to break the news first, before their stories run. If residents and media are using it, why aren’t you? Conversations will happen about your organization whether you are on these networks or not. My advice, be there to hear it and be there to respond.
Identify your champion
- Social media is forever changing and your strategy will need adjusting along the way. Take a look around the room while you’re making your pitch and identify your champion. Hopefully, your champion will be able to assist you in attaining your goals for your networks at the management level. Empower your executive champion with the big picture – what other public health units are doing, how this improves reputation and relationship management, and what this means for disseminating info during emergencies.
Be your best cheerleader
- If there is one piece of advice to take from this post, it’s being your best cheerleader. Show off what you do. For example, send management a summary of media coverage you received through social media, a screenshot of what you are using, the reach of a few retweets, or a unique conversation between yourself and another user. Sometimes, the more they see, the more connected they feel, the more at ease they are.
What’s your best tip for making the social media pitch to your senior management?