The key to any successful team, whether it is a football team or a marketing team, is good communication.
This article from Marketing Magazine, written by Shelley Pringle, examines the importance of good communication between Chief Marketing Officers (CMOs) and Social Media Marketers (SMMs) in a business and offers six questions that can be used to start a dialogue.
First of all, let’s look at why communication is important. Pringle says that because social media is merely one aspect of a business (albeit an increasingly important one), proper communication can ensure social media goals are in line with and complimentary to the business’ overall goals.
This makes sense; you’re not going to launch a TV campaign that conflicts with the business’ image and goals, so why would you do it on social media?
Another reason good communication is important is because the CMO usually controls resources and funding. If the CMO is unaware of what the SMM is doing and why, then the necessary time and/or funding may not be allocated to social media. This just produces poor efforts that certainly don’t benefit the business.
So why does this lack of communication and understanding happen in the first place? I think part of it is because social media is relatively new and constantly changing. This constant change can be intimidating for businesses.
Pringle writes that because CMOs may not be as familiar with social media, they may not see the purpose or value that a SMM sees. This is another reason good communication between the two parties is important.
Without further ado, let’s look at Pringle’s six questions that need to be asked. The first three are pretty straight forward:
- Which social media platform(s) are you using?
- Why did you pick these ones?
- How are you using them?
Again, pretty basic questions, but they can certainly start a very useful dialogue.
The next three questions are a bit more in-depth and can really turn a CMO on or off social media.
- How are you measuring results?
- Have results met expectations?
- What are you doing to improve and correct efforts?
These questions can really help the CMO to understand that the SMM knows his or her role, that social media is important to the business and that it is being used correctly.
So next time you see a company poorly using social media, you’ll know that there must have been a communication breakdown somewhere.