Is Social Media an activity? It can be done that way, but not if it is to return any true value to the business.
Social Media needs to be a company-wide program with support and involvement from all levels of the business, especially upper management. If Social Media is merely an activity, the result can be less than just ineffective, it can be downright dangerous to the business.
In the development of a Social Media Program, a business should adopt an approach of:
In future Blog Posts, we will get further into each one of these steps and their impact on the different parts of the business. But for now the point needs to be understood that Social Media should be viewed as one of the company’s mission-critical applications.