The Indianapolis Museum of Art has done an amazing job of integrating a social media strategy into its communications strategy. What makes them a success? Whether it is managing their Facebook presence or encouraging conversation on their blog with art lovers, their social media strategy is a team effort. While they have put someone in charge, their social media strategy is everywhere - from the conservation department to the curators.
Parceling the workload - whether it is blogging or managing a Facebook profile has lots of benefits. It doesn't make it an overwhelming task for one staff person to participate on different sites. Furthermore, it is a great strategy for engaging people in the organization to discuss and own the organization's social media strategy. This is what leds to success. Having everyone participate leads to understanding.
I'm NOT suggesting that everyone on staff stop doing their work and spend hours and hours blogging or making friends on Facebook. And, there may be one or two staffers who have more hands-on, tactical implementation responsibilities. I'm talking about not putting the social media strategy in a little box that is separate from the organization - that "thing over there." To be successful, it needs to be a part of the organizational culture and people need to experience to some degree.
Sharing the workload has other advantages as well. Keeping the organization's social media strategy implementation tightly compartmentalized or siloed within just one person's or department's domain personalizes it too much. The strategy succeeds everyone is brilliant and if there are mistakes or learning, then it was just one person's "bad idea" - and the experimentation and reiteration that is necessary for success is just not done.
I wasn't surprised to discover that two of the IMA bloggers, Richard and Robert were dog lovers. (Richard has a golden lab named Tana). Richard has an appropriately named bull dog - Calder. Here's the photo shoot he did recently with Calder.
What are the secrets to success as they relate to staffing and your social media strategy? Sharing the workload is one. What are some of the others?