Chapter 23
Divide and Conquer
Over the years, I've explored the drivers that propel businesses into the social world, analyzing their initial steps and planning and implementation processes, as well as how they assess and apply resources.
The most common motives to experiment with social media are spurred because of an internal champion or from a reaction-based set of circumstances that created a sense of urgency.
It's a moment characterized by “Ah-ha” or “Uh-oh… .”
SOCIAL MEDIA TAKES A COMMUNITY EFFORT
If we've learned anything in this book thus far, it's that any one person or group does not own the conversation; they simply map to them based on their nature and intent. In fact, your customers are among the most influential stakeholders present today, and without guidance or participation, they may aimlessly steer your brand in undesirable directions. The simple truth is that everyone owns socialized media, including you. Perhaps it's better said this way: The conversation is omnipresent and not defined, steered, or controlled by any one entity. We are merely participants in a greater production. We determine our role as an engaged organization as well as individuals in cooperation with the powers that be.
Truthfully, many departments will be forced to socialize, and therefore require social programs at the departmental level to be executed at the departmental level and perhaps managed by a centralized group that most likely oversees other areas of branding, marketing, or communications ...
