12 Most Important Social Media Prerequisites for Business

12 Most Important Social Media Prerequisites for Business

The majority of queries I received from business executives at last week’s MarketingProfs B2B conference in Boston is “how do I start a social media program for my business”?

Each corporate exec I spoke with had expressed the desire to wrestle back control of the “public engagement” that their business’ departments had begun with clients or stakeholders. It’s almost as if this new communication channel snuck up on them? It confirmed my suspicions that while they all had business plans, HR plans and marketing plans, few – if any – had any form of social engagement plan.

To each I outlined my corporate engagement roadmap, which has proven effective at launching my clients into the social-sphere with greater control and results. So using that roadmap as a model, I’m summarizing my 12 Most Important Social Media Prerequisites for those businesses.

1. Corporate Culture

Before you consider any form of social engagement, you must take a good hard look at your corporate culture because opening your business up to public discussion can be quite a shift for most organizations. The business must be willing to encourage open dialogue from the ranks, include customers in product development cycles and be genuinely ready to discuss successes and failures in the public forum.

2. Social Research

Your audiences’ online behaviours and expectations can vary from what you’ve experienced offline. The appropriate research will identify where your audience is engaged online, what their motivations are in each of the networks they frequent and the tone of those conversations is a must. In almost 100% of the cases where I’ve conducted this research for corporations, the results were contrary to the business’ original customer engagement assumptions. It’s a critical investment that will reap rewards within the first year.

3. Key Performance Indicators (KPIs)

As with any other business initiative, goals must be established and target metrics must be set. Setting KPIs should be the foundation from which creative, copy and engagement strategies are created to ensure that all executions are more likely to drive a result that supports the corporation’s goals and profit needs.

4. Social Engagement Plan

With the required research, goals- and metrics-setting completed, a 6- or 12-month engagement plan must be created that maps out the business’ social ecosystem, complete with contingencies and responsibility matrices across all silos.

5. One-Voice

With multiple business units engaging consumers through blogs, social networks, wikis or other, it’s imperative that the organization establish the “voice of the brand” that every employee and department understands and uses as a guideline to their online engagements. Some define this as a content-strategy, which it is but only partially as online communication goes well beyond just content development & syndication.

6. Cross-Silo Management Team

Each department in the organization will have its own mandate for engaging consumers, vendors, media, staff or external stakeholders. In order to maintain a single-voice and brand experience within the public space, a cross-silo team is required to provide direction, resources and monitoring. For more, read Tear Down Corporate Silos.

7. Departmental Social Engagement Plans

Each business department: Exec, Sales, Marketing, PR, HR, Customer Service should have their own engagement plans created; each with individual KPI maps that chart how they can and should interact with their audience online and how it plays within the overall business’ metrics and goals.

8. Community Manager

A relatively new job responsibility within an organization, hiring a community manager is a wise investment for corporations. For most, a community manager becomes the liaison between internal & external communities as well as direct line to the business’ executives for the public.

9. Corporate Engagement Policy

I’m not a fan of corporate social policies that effectively create an internal police force to dictate what people can and can’t say; however given the legal and public relation ramifications of public engagement, especially healthcare or financial industries, guidelines are required. I prefer to create engagement policies that educate, encourage and enable staff to engage the public in order to support the business’ goals, within the established framework.

10. Influencer Program

The power of social media is in the influence that crowds have on the perception, reputation and referrals of your brand. A key component of social media planning is the identification of key influencers and, equally important, the creation of tools and resources that will make it easy for them to speak on your business’ behalf.

11. Employee Training & Buy-In

Essential to any business’ social engagement strategy is employee buy in. I’ve seen employee advisory communities work very well for the generation of corporate guidelines, the identification of influencers and overall engagement strategy planning. Don’t dictate what your policies are. Rather, create management-employees committees to help draft them and give them a sense of ownership over them.

12. Online Monitoring

While monitoring is an activity that occurs after a plan has been executed, the establishment of a monitoring process, technology and responsibility is necessary as a pre-requisite to any social engagement plan. My personal recommendation is Alterian’s SM2 application.

Clearly there is a great deal more involved in each of these summary points that a blog post cannot detail; however, it is my hope that it provides a good framework to help other organizations asking: “how do I start a social engagement strategy for my business”. This is my 12 Most – what are yours? Share your experiences.

Featured image courtesy of bucketshot.jones licensed via creative commons.

Sam Fiorella


Sam Fiorella is a globetrotting interactive marketing strategist who has earned his stripes over the past 20 years in senior management roles with corporate sales &marketing teams as well as consulting for more than 30 marketing agencies. Sam’s experience with over 1600 Interactive projects during the past 15 years spans the government, finance & insurance, manufacturing, national retail and travel/tourism sectors. Currently, Sam is the Chief Strategy Sensei at Sensei Marketing, where he is charged with strategic campaign guidance and marketing technology development that power the Sensei Customer Lifecycle Methodology. Sam is a respected blogger and popular keynote speaker on marketing, branding and social media communications having presented at more than 200 conferences in the past 2 years. Follow Sam on Twitter or Connect with him on LinkedIn.

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Because of social media so many business bloom and some others were launched. This might be the biggest reason why social media is so important today. This brings to the idea that in the near future, most social media sites are no longer free. But until then we should enjoy the present and use this social media like facebook for the good of our business and personal endeavor.


@3rhinomedia Many thanks for the RT loveeeee, Don! Hope your week is rockin' out! :D


Excellent post! Very interesting and applicable to most all kinds of businesses. Congrats!


Sam, while I whole-heartedly agree all 12 elements are the makings of a solid business social media program (great list!), I wonder about the growth required to attain all 12 of those elements. My experience (admittedly in a large corporation, which will have difference dynamics than smaller businesses) has been that some of those 12 elements (like monitoring, policies, and training) are the core or the foundation, while some of the others (like influencer programs and organizational change) are the natural evolution of that foundation. And frankly, many neophytes I've coached over the years would bite off more than they can chew to shoot for all 12 at the outset of their efforts. But at a high level, aside from that context, I love this list. Thanks for sharing!


Sam - I love the article and discussion around SM strategy and relevance. One of the biggest things I have seen missed in the planning around corporate social media is what is the desired outcome for a company.

Being from a B2B background, ours is much more brand and company awareness than it is direct sales.

For a consumer company, it may be to drive immediate sales.

Like any strategy, Social Media should also start with a vision. That should be the springboard for the entire layout of the strategy.

Great stuff, as always.


Morning Sam! Love the language of a 'social engagement plan'. While it may seem pedantic to some, I do think that precision of language is important. Social Media is a mysnomer! Its not about the medium at all, its about the message. It is clear from everything in this post that the intention you promote amongst your clients is purposeful engagement. I also really like the idea of engagement plans at a department or functional level. Having worked in some very large organisations where internal communication is a massive issue, this is essential. Great post!


@beccataylor Thanks for commenting!

I can definately see where some of these might require a phased approach for some businesses and I don't see that being too big a problem provided that they are well planned & documented.

My professional experiences cross mid- to large-businesses and for the most part, they have been reactionary in their engagement and I've seen the costs of trying to "catch up". So I maintain that the goal should always be to implement, where possible, such a list of policies/tools/infrastructure/culturechange prior to a concerted engagement effort.


@danielnewmanUV Yes I agree "Catch Up" is not a strategy. It's a reaction and few businesses every make significant strides when in reaction-mode. Thanks for the commnt.


@GabyORourke Thanks Gaby.

While it may be OK for an individual to "socialize" for the sake of it, a business must do so honestly, but with purpose. Adopting an engagement policy that ENABLES, guides and even promotes social engagement vs. policing it, listing what can't be done, etc - enables that "purposeful engagement".


@GabyORourke I was thinking the same things about engagement.

If you are going to use Social Media successfully that is a big key!


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