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5 ways to overcome C-suite objections to social media in your organization
Posted By Marketwired On August 26, 2011 @ 12:00 am In IR/PR | No Comments
Marketing and PR professionals continue – in droves – to realize the business value of social media within an organization. They know it can foster collaboration among internal teams, enable real-time customer service, and create communities of fans and advocates who can help to shape a company’s products, services and brands. Getting the C-suite to open the company doors to social media, however, can be tricky. Management often cites concerns over privacy, security, brand erosion, and employee training, and they remain unwilling to invest in or allocate the proper resources (both human and financial) to allow social media to contribute to the company’s success and bottom line.
Brian Solis , principal at Altimeter Group and author of Engage, says failure to convince the C-suite to embrace social media across an organization often happens because marketers are simply having the wrong conversations with their executive management. They feed into what is often a natural hesitation on behalf of management and fail to alleviate their fear of the unknown when it comes to integrating social media into the company’s business strategy and culture. Furthermore, many internal advocates and social media pundits don’t come to the table speaking the language of the C-suite; management needs to hear about facts, figures, and corporate goals, not intangible benefits and promises of what might be.
In a recent webinar, “Impacting Business with Social Media ”, (you can watch the complete archived version for free) Solis included some words of wisdom from an executive at a leading global company who explained the right way to approach a C-level exec with social media:
“If you come to me with a request for budget and resources for social media, to make it a priority for our business, you will lose every time. If you tie social media to our business priorities and objectives and demonstrate how engagement will enable progress, you will win every time. Social media must be an enabler to our business; just show me how.”
Selling the C-suite on social
So what can you do to start building a business case for social media  within your organization? Here are five tips to get you headed in the right direction:
Above all else, when it comes to building the case for social media within your organization, you need to remember that your job isn’t to outline the challenges of social media to executive management; it’s to help them understand and embrace the opportunities at hand. How are you going to rise to the challenge and make your company a social media company?
For more insights, tips and tools, be sure to download the Sysomos white paper, “Building a Business Case for Social Media. A Guidebook to the Benefits of Social Media and How to Sell it to the C-Suite .”
To better understand the changing media landscape and the new world of communications, check out our free eBook, “Mastering Audience Engagement: Reinventing Your Role in the New Media Landscape .”
Read “The Pulse ” and follow the PR, MarCom and advertising agencies who are doing great things with social media.
Article printed from Marketwired blog: http://blog.marketwired.com
URL to article: http://blog.marketwired.com/2011/08/26/5-ways-to-overcome-c-suite-objections-to-social-media-in-your-organization/
URLs in this post:
 Brian Solis: http://www.briansolis.com/
 Impacting Business with Social Media: http://sysomos.marketwire.com/webinar-sysomos-impact-business-smm.html
 building a business case for social media: http://sysomos.marketwire.com/whitepaper-sysomos-social-media-business-case.html
 audience engagement: http://engage.marketwire.com/
 The Pulse: http://blog.commpro.biz/pulse
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