How To: Get Everyone On Board to Launch a Social Media Campaign

May 12th, 2010 by | 1 Comment


I met a guy the other day who was part of a large company. He told me that he wanted to have a Website for their company location and was thinking about getting involved in social media to help their online audience and generate leads and more business. Of course I thought this was a great idea and we starting throwing ideas at each other.

One of the first few questions I asked pertained to what they are currently doing in the online space. His answer–nothing. Nothing? Really? In 2010, this large company is currently doing nothing online.

This peaked my interested so I asked him why. He explained that within the large company, were some older, more senior people who didn’t feel this was necessary. He said their marketing efforts focused on telephone campaigns and get this, blast faxes! I could not believe my ears.

From that conversation, he expressed a challenge he knew we might face…the resisters in the organization (yes, there are still resisters!). As we geared up to plan the logistics of the online campaign, he knew not everyone would be as welcoming and the proposal and budget might not be well-received. So we decided that in addition to the work, we were going to need a strategy to encourage the resisters to stop resisting. What we created seemed to be a surefire way of getting the point across and show this focus was necessary…and it proved successful!

So here are five things to keep in mind when building a “Social Media/Internet Resister Strategy.”

  1. Give them the good old “if you always do what you’ve always done, your results will always be the same.” Explain that in order to move forward and continue to grow the business, the focus should be on making strides in the right direction and changing methods to change results.
  2. Give them a few good case studies (they seem to work wonders). Dig up just a few case studies of well-known campaigns. Try to use companies with a similar focus or campaigns with similar goals. Show them the results and how this initiative worked for those companies and could work just as well for yours.
  3. Explain this is 2010. Well, don’t do it in a cocky way, but definitely point all fingers at the evolving Internet and social space and all of the attention both are receiving as companies and technology continue to advance. Explain that if you don’t jump on board, you will be left behind (and this point, you are probably already behind!).
  4. Ask them why they are resistant. Some people just do not want to encounter change and they feel overwhelmed when learning something new. Others are plain lazy and don’t want to have to do things differently. Allowing the resisters to voice their opinion could better help you state and support your case.
  5. Ask for an alternative solution. Allow others to give some ideas as to how the money for the initiative could be better spent or how this same, crucial audience could be reached using other methods. Be serious and find out if they have good suggestions. The answer might still be offline marketing tactics and if so, show them how they can be integrated, tracked and more effective with online integration.

If these tips don’t work and you lose the battle to go online, quit your job!

Jennifer Cohen: Jen Cohen is a social media and marketing maven knocked down many times in 26 yrs. Something Creative

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