“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 my company, 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.
Out of the 4 P’s, we focus most on the 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.
One of the risks of this though is that there are only 3 people who view all of the social media content, copy and images. “There is a chance that some things may get overlooked because there aren’t as many eyes on it as there should be. “According to a recent survey that looked at corporate social media risks and rewards, almost three out of four executives surveyed (71 percent) said that their company is concerned about these risks but “believe the risks can be mitigated or avoided.” Another 13 percent indicated they felt their company does not currently believe it has any appreciable risks” (Accenture, Steve Culp, 2014).
The marketing department also has a chance of running into strategic risks and business risks. This could easily happen because my department isn’t always in contact with the CEO or the Product Services team. After doing more research on social media risk, I am going to suggest adding someone from the Product Services team to review our social posts before they go up. This will help manage the risks of saying something we should or shouldn’t be giving away before a product launches.
These risks can easily be managed by myself and my team. We can pivot and adjust our marketing calendar and add two more people from different departments to view our posts before sharing to our pages. One of the benefits of having a small marketing team is that there aren’t too many hands involved in the process, but adding two more people into our marketing circle will help us manage our pages better and catch anything that could be a potential risk for our social media.
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