“Social Business Governance (SBG) is an integrated system of people, policies, processes, and practices that defines organizational structure and decision process to ensure effective management of social business at scale,” (Altimeter, 2014). I am a part of the Marketing team at Respage, and our social business governance is defined and effective; everyone in my company knows who is in charge of our social media accounts and who has a hand in creating the content.
The SBG System at Respage: The 4 P’s
People: The Marketing department, which I am a part of, are the ones 100% responsible for the governance of our social media. The Director of Marketing oversees myself (Marketing Manager) and the Marketing Associate. I work closely with the Marketing Associate on social media strategies and we manage a marketing calendar. We collaborate on content ideas and I design the images for our social media posts and the Marketing Associate writes the captions and posts on each channel. All of this gets approved by the Director of Marketing and gives us the go ahead to post on our channels. We have worked hard to streamline the process and maintaining a shared marketing calendar helps us with our success on social media. We have roughly 10 products we sell currently and once we add more, the organizational roadmap we follow will change. Our organization is centralized, meaning we are the only team that executes all the social efforts for the company.
Policies: Our company doesn’t have a written policy in place for the Marketing team to reference, Altimeter states that only 7% of companies have key policies in place. It goes without saying that our posts and online presence reflect our company’s culture, mission and values. As I mentioned, we keep up with our marketing/social schedule and we make sure our posts are consistent with Respage’s copy and branding.
Processes: Our process is internally focused; launching new social programs, social content management, social media crises management, CRM, risk management and product insights are the processes our organization has in place.
Practices: We have CRM systems in place that are managed by the SEM team and marketing team. The two teams work together to generate more leads that turn into satisfied and loyal customers that will vouch for our brand. “Social CRM helps businesses make customer engagement a two-way street. Instead of a passive audience, customers become active participants in the story of a brand, and in turn, they get to see a brand value them as a customer,” (Salesforce, What is Social CRM?).
This infographic was designed by me for one of Respage’s blogs about the importance of Apartment Chatbots and why to invest in one now. The graphic was shared on our social media platforms and embedded in an email blast.
Overall, Respage has an organized system in place for our online presence that ensures continued success. The system of people, policies, processes, and practices can easily be tweaked when the sales team adds new products for the company to sell.
Does your company have a social media team? Are you directly involved in the process?