Don’t give up on Social Media

It has been a while since I last wrote on social media.

No reason, save that other topics have been on my mind, principally those concerned with change.

But the lapse in social media consciousness feels a lot like the way firms approach the integration issue. They are inspired to start, there is a flurry of activity and then….. nothing.

If you are serious about social media then I recommend:

  1. You send round a firm-wide email every day bugging people for news, PR, stories and links to client-focused material (not the BBC all the time). You should encourage everyone to contribute something, even if it doesn’t relate to the firm.
  2. You make sure that whoever is managing the website, social media platforms and internal collection process accounts to the partnership regularly about the activity and the results.
  3. Reinforcing the importance of social media. It is not a fad and is here to stay. If you get it right it will lead to more website traffic, instructions and raising the profile of the firm.
  4. Ensure that someone from each department attends a different department meeting each month. Think cross-functional Excellence. You also need to make sure that whoever is dealing with social media integration (marketing I assume?) attends at each meeting and reports on what has been happening in that department, in other departments and what needs to happen for the firm to start leveraging its content, KM and PR. Don’t get pretty and produce a plan but execution is what is important right now – just do something!
  5. Anyone who says it’s not my job should be asked to explain why their department’s success is not their responsibility. Marketing is everyone’s responsibility and social media is no different.
  6. Adopting a hub and spoke model for social media integration. If you haven’t yet appointed a community or social media manager, then you need to loosen your grip on the process and move away from command and control.
  7. You should go back and review your business plans and see if they are still fit for purpose now that you have adopted social media. I suspect they need amending. Most of all what budget have your ascribed to social media? It won’t work if you have a big fat £0 in the column for expenditure.

This is not a posit on back to basics. Rather it’s a call to action.

Remember that what you do is not just about selling. It is about creating remarkable content that earns the attention of your clients, referrers and friends.

It is important that you think what your call to action is going to be.

What is it that you want people to do?

If you want them to buy your serives then give them a compelling reason to do so.


Take your finger off of the pause button and just let it rip.

Focus your efforts on your website, Twitter and LinkedIn.

Spread the word ad nauseum.

Don’t get hung up on always getting it right.

Be prepared to enage and be engaging.

Have fun.

~ Julian Summerhayes ~

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