Social Media Marketing For Dummies, 4th Edition

Chapter 26

Understanding Social Media Governance

IN THIS CHAPTER

Examining several governance models

Instituting SMM policies and guidelines

Dealing with a social media crisis

Social media has had a pervasive influence on marketing. In large organizations, it fosters new types of collaboration, processes, policies, and governance structures.

What’s more, SMM influences corporations in substantive ways beyond the realm of marketing and into public relations, sales, customer service (or consumer relations), and the legal department. Having strong social media governance and tools is now more important than ever.

Recognizing How SMM Impacts Other Company Functions

Early in the book, we discuss SMM as it relates to brand marketing and direct response. We also frame social media marketing in the context of customer service and real-time marketing. In this chapter, we look at how social media marketing touches some of these other corporate functions and then we review good governance practices. After that, we discuss the different governance models.

Public relations

Marketing and public relations have a symbiotic relationship, and in some organizations, public relations rolls up into ...