Getting Buy-in From the C-Suite on Social Media

Tuesday I was privileged to be invited by my friend Andrew Clark to be a part of a social media panel. The audience of more than 80 people was highly engaged in the topic. Here's Andrew's follow-up post and video montage of some of the Twitter comments we received.

One question popped up after some audience members had already snuck back to work.Delicately put, it was basically this: How do I get my boss and board of directors to pay attention to social media and allow me to implement a social media plan?

I've been thinking more about this question and have some pointers on getting the C-Suite to pay attention to social media. For purposes of this article, I'm defining the "C-Suite" as CEO, CFO, CIO, etc. and also vice presidents, directors, board members and other members of senior management.

Here are my Top Ten ways to get the C-Suite more engaged with social media as a marketing and public relations tool:

1. Introduce social media in a "non-techie," non-threatening way. This might include sending links and screen shots of comments on Twitter or blogs that involve the company. Be sure to provide context in your message so they will know what they're looking at.
2. Talk individually with execs or board members before you put it on the agenda at board meetings. Know who the supporters and detractors are ahead of time. Have answers for some of the detractors' stumbling blocks before you bring it up.
3. Keep your passion for social media to a low flame. If you go into a meeting with demands and failure predictions, you will get shut down quickly.
4. Offer to do a "Lunch and Learn" presentation for your leadership team. Keep it focused on results and not too technical.
5. Point out successful social media programs in a "case study" format, showing that social media is measurable and generates results.
6. Showcase how other companies in the same industry are already using social media. Chances are someone is already using it well, which may spur a call to action or a competitive response.
7. Start listening to the brand in social media as part of your normal duties. You should never need permission to do this. Report any good things you're hearing, and alert your boss if there is a crisis brewing somewhere.
8. Get a third-party expert to present to your board. Sometimes you will not be seen as an expert in your own organization (and that's too bad, but don't let it trip you up).
9. Ask your current agency or public relations professional to bring it up as part of a strategic planning session or brainstorm.
10. Anyone who's spent time around executives knows that "allowing" them to take credit for concepts and ideas is a way for things to get implemented quicker. Play the game and you'll eventually get credit for the ideas.

Here's a link to the Des Moines Register's coverage of the event, which includes excellent tips from my fellow presenters: Andrew Clark, Doug Mitchell and Ben Stone.

Comments

[AdMavericks]

Great post, Claire. I am guilty of #3 but what you are saying makes complete sense. I love #1, social media is less about technology than most people think.

[Mike Templeton]

This is exactly the response the audience needed to see! Glad you were able to expand on it here. Not you just need to make sure that each of them sees this. ;)

Your comments on making social media approachable are perfect. If they are apprehensive, making it safe is the easiest path to success.

[Claire]

Josh I know what you mean about getting too hyped up about social media. And Mike, I wish I would have had more time to talk about this the other day, but there was so much to talk about! I'm hoping a lot of the participants will follow up and start reading...

Thanks for the comment!