Back to School Series: Music
Forgive me, Beethoven, for what I am about to say. When you deconstruct a symphony, it's just a lot of instruments making noise at the same time. The average symphony is comprised of roughly 80 individual musicians in four unique sections, which can seem like a recipe for disaster. It takes the expertise of the group and the leadership of a composer to bring order to the varied components. With their collective talent, all the instruments work to create awe-inspiring melodies and heartbreaking concertos. You may be thinking, "Well, that's nice. So can you touch on Twitter now?" but I'm going to ask you to take a step Bach (I went there) and see a little of yourself in this metaphor: your social media is a symphony. The bassoons might need a little work and the flautists are feeling left out. The percussion section is sounding amazing, but they can't seem to sync with the brass. How can we get everyone on the same page to create a masterpiece? Let's break it down into 4 steps that help your social presences become music to your ears.
I. Laying down user approval paths
We touched a bit on this in Government but let's reiterate: while there may be a large group of users that can access your social media, only a few should have publishing privileges. More content contributors mean more oversight. High touch industries, such as Finance or Insurance, require concerted approval from the legal department. Corporate brands require corporate sign-off when changing any marketing messaging. By laying down user approval paths, your band can be protected and reflect that core values that drive your business. Envision this as your symphony try-outs. Who will sit in the orchestra pit and who is better left taking in the sweet sounds from the audience?
II. Workflows and Assignments
Like the average symphony employs 80 musicians, the average brand has a social team of 29 people. Creating a standardized workflow allows for efficiency. One of the best ways to create a workflow is to set up timely social content. Some social suggestions to create a regular workflow are:
- Weekly blog posts
- Daily Tweets
- Timely Facebook updates
Establishing some tried and true social practices allows users to create a social routine for content and helps your social team understand their roles and responsibilities. Likewise, users should be well versed in how to address customer issues. If the team member feels that the issue should be handled by a team lead, can everyone be clued into the conversation in a streamlined fashion? By establishing a workflow, these types of situations can be handled appropriately in real-time.
III. Centralizing Content
This is setting the score, literally. What piece of music will your orchestra be playing? From a social orchestration perspective, it benefits everyone to have a set pool of content resources to pull from. The teams working on social may need content that speaks to another department, but should be able to access those assets from a centralized location. Having these resources readily available provides real-time, on-brand messaging and reduces bottlenecks that delay or prevent response. Need an example? Look at Whole Foods! Their stores across the country run localized content but also have a set content base that they can pull from. Here, we see an image for a South African dinner event, happening almost a full month apart in Austin and Dallas. Both Facebook pages used the same image and fonts but formatted it to accommodate their event. This is great social orchestration at play.
IV. Social Orchestration in Conversation Moderation
This is about empowering your symphony to become their own conductor. It's about using discretion when it comes to conversation moderation. Am I equipped to handle this customer request or is this better addressed by another brand voice? Social team players need to be able to temper their own beat and know when it's time to let the music fade out for another voice to take stage. This allows for customers to feel acknowledged by the appropriate channel without receiving a stale response to their concerns. Now that you've unpacked the social orchestra at your fingertips, it's time to dance to the beat of your own drummer. And trumpeter, violinist, and pianist. Looking forward to sharing the rest of the Back to School series with you and, if you want to read ahead, be sure to download our Social Business Textbook. See you Thursday!