Occasionally we ask a Professional Communicator to let us know what they’re doing well (or learning). Welcome Jonathan Jones, a friend who understands the importance of social media and promotes brands such as: Willow Tree®, Silvestri®, Nat & Jules®, Glow-ology® and more.
Who Do You Trust when you build a Social Media Team?
One of the challenges every organization faces is who speaks for the organization? Who is a representative? Who are the Trusted Voices? This is never more true than when it comes to social media.
There are 3 things you need to look for in your social media trusted voices:
- Are they a stakeholder?
- Do they tend to ask for permission beforehand or forgiveness later?
- Do their everyday conversations already harmonize with the organization?
If you find people who possess each of these qualities then you’ll be on your way to building a great social media team.
1. Stakeholders
Stakeholders aren’t necessarily founders, owners, or investors. Although they think like owners when they’re not, putting the organization first and themselves second — you see it in the way they work and the way they talk about the organization. They have a clear-eyed view of the organization’s successes and failures, and it shows in their speech.
2. Permission Seeker vs. Forgiveness Asker
What are their tendencies? Does this person tend to follow processes or their own path? When speaking for the organization you want the process person. A process person will almost always think before they speak or click Post.
3. Harmonizer
What “song” do you want people to hear? Your organization already has a voice and a melody. Anyone speaking for the organization needs to harmonize with that melody — not create a new one.
At our company we have a team of 6 people who helps with our social media. Each one is a Trusted Voice. All have been with us for awhile and are immersed in our culture. Each possesses these 3 qualities. It shows in how and what they post.
How are building your team? Are they Trusted Voices or do you end up worrying what mess you’ll have to clean up? Maybe you don’t have a team. A great team doesn’t mean there will never be issues, but does mean those issues will be fewer and easier to manage.
Jonathan Jones joined DEMDACO in 2006 to give leadership to the company’s focus and intentionality about its culture. As Cultural Conversation Leader, Jonathan has helped develop and lead conversations around DEMDACO’s purpose: pursuing business the way it ought to be, and its mission: lift the spirit. He currently works in the Human Resources and Marketing departments helping the company tell its stories both inside and outside the company.
