"We cant approve a social media strategy, but we should be on Facebook."
"No our communications plan doesnt specifically integrate social media, but why dont we have a Twitter account?"
So I have heard statements like this a lot recently. It seems to be easier to get approval to launch a Facebook page than to get a conversation started about social media as a whole.
My initial ideas around getting social media started were met with questions and resistance. Everyone would agree it was important and had lots to add. However nobody is willing to step up and approve something as vague and misunderstood as social media. So we end up asking for approval for something that isnt tangible enough to make a real decision on.
I have seen others have success in a very different approach. In the background they create a master social media plan and tie it to their communications plan. But when they seek approval, they talk at a more tactical level that is easier to visualize and quantify. They pick the first tools, participants and campaigns they want to launch. Then they pitch for approval of these trials, not a big approval of a social media strategy.
So all of these big pushes and "experts" that push for a very deliberate big social media strategy are correct that you should have it. However, maybe the approach shouldnt be to get leadership to approve that strategy. Rather you should seek approval of your first tactics that are derived from your plan.
Not sure this post is a complete thought and it lacks any flair\images\etc. But it has been nagging me and I needed to post it in order to get it off my brain. Someone please help me complete this thought.