Has Corporate America finally woken up to the fact that Social Media is not going away? Yes. That Social Media could affect both their reputations and fortunes? Yes, they’ve realized that, too.
And now I think they are waking up to the fact that they might be able to harness Social Media for reasons above & beyond “marketing.”
In recent weeks SHIFT Communications has been on the receiving end of several RFPs for Social Media Training. They are not asking us to handle Influencer Engagement. They are not asking us to manage their Facebook communities. They are not asking for us to develop mobile apps.
They just want us to teach them about Social Media. More often than not, they want us to teach a few handfuls of internal employees to “do what SHIFT does” when it comes to blog monitoring, commenting, and writing; Facebook engagement and posting; how-to set up a YouTube channel; how-to use Sysomos or Radian6, etc.
After that mission is accomplished, we’ll be cordially asked to leave them to their tweeting, thank-you-very-much.
Some of my industry peers might see this as “the first step toward disintermediation.” After all if the clients are trained as the Agency personnel are trained, might there be less need for the agency reps?
Maybe, but still, I see this as a good thing. To a one, the folks we’re talking to about Social Media Training are looking to form a cadre of in-house experts who can promulgate Best Practices across the enterprise. Not “just” for PR but as a means of understanding how/when/why Social Media could/should affect their business processes.
Importantly, these trainees are NOT just from the Marketing/PR group: they include Customer Service reps, showroom employees, R&D engineers, etc., each of whom will be tasked with carrying their newfound knowledge forward, both online (on behalf of the Company’s broader outreach) and internally to their own fiefdoms, to help set Social Media Policy.
Imagine a world in which every employee at every company was familiar with the tools and rules of Social Media engagement. How might that change things?
Posted on: August 20, 2010 at 9:52 am By Todd Defren