The post neatly summarised 4 ways that social media has changed how we market our businesses
- Re-learning how we do things and have always done things
- Marketing can be done effectively from inside an organization
- With power comes risk
- Education and Customer Service is Marketing
I would encourage you to read the whole article at: http://socialmediab2b.com/2010/05/4-things-social-media-b2b-marketing/
Reading this post got me to thinking about the role of the team in marketing. Traditionally, marketing has tended to be the domain of the marketing team but it seems that with the advent and growth of Social Media marketing, branding and customer service has now become a whole team issue.
Now, Amanda in her post talks about educating and informing the team about social media and the company’s policy on social media. However, if a company wants to outperform its competitors and amaze its customers, I would suggest that education and information is not enough. I think that it has to start with engagement and values because if you are expecting your team to live and breathe this stuff, right? Yes, it needs to be guided by policy but surely it has to be felt too if it is not to become robotic. Right?
So, how engaged are your team members? Engaged enough to be let loose on social media? Is their level of engagement the thing that may be holding you back from exploring this new, exciting world of Social Media?
According to Gallup, whose engagement ratio is a macro-level indicator of an organization’s ‘health’.
- In average organizations, the ratio of engaged to actively disengaged employees is 1.5:1.
- In world-class organizations, the ratio of engaged to actively disengaged employees is near 8:1.
Where would you put yourself on this scale?
Further research by Gallup found that team members in many companies were:
- Only 17% are actively ‘engaged’
- 63% aren’t engaged
- 20% are actively ‘disengaged’
- 88% want to work hard and do their best
- 50% worked just hard enough to avoid being fired!
- 75% believe they could be significantly more productive
They, also, found that the benefits of an engaged team:
- 50% more likely to have lower staff turnover
- 56% more likely to have higher than average customer loyalty
- 38% more likely to have above average productivity
- 27% more likely to report higher productivity
It seems straightforward that before embarking on new marketing efforts that utilise social media tools, team and business leaders should be asking how aligned and engaged their team are. Taking time to find out and build a higher level of engagement, trust and teamwork should help you manage the risks and benefit from the upsides of social media.
What do you think? Am I ranting? A little?
Your thoughts/comments would be appreciated.
Thanks to Sebadanon for the image