How to Make Sure Your Social Media Strategy Succeeds: Take a Cross-Discipline Approach

Social media is now an integral part of B2B organizations, but it does not have a clear 'owner'. The key responsibility falls to one of many departments, including Corporate Communications, Sales, Human Resources, and Customer Service. All of these have different reasons to be on social media.

To identify the best strategy for your organization, start by conducting a social media audit and listing who is responsible for your organization's social media monitoring and publishing. Then, determine goals, metrics, resources, and software systems for each unit. Next, form an integration plan and establish formalized governance.

Successful strategies have been implemented by companies like General Motors, Target, Nissan and Hewlett-Packard. To maximize social media marketing, organizations should look at a range of organizational solutions and point to the right model for them.