Social media is not an instant change in any organization, but a process. Each category covered in this ebook considers different capabilities, resources, and approvals. Companies will progress on each of the categories at different rates. Read the rest of the ebook here: http://www.salesforcemarketingcloud.com/resources/ebooks/follow-the-social-media-maturity-model-to-become-a-social-business/

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Follow the Social Media
Maturity Model to Become
a Social Business
Copyright © 2012 Salesforce Marketing Cloud

2. FOLLOW THE SOCIAL MEDIA MATURITY
MODEL TO BECOME A SOCIAL BUSINESS
Best Practice for using this Ebook:
Answer 10 questions to determine your company’s social media maturity.
Click below to learn more about each of the categories in the Salesforce
Marketing Cloud Social Media Maturity Model.
Letter from David B. Thomas
Ideology and Leadership
Staffing
Internal Education
Social Listening
Engagement and Community
Social Content
Social Advertising
Measurement and Analytics
Social Media Tools and Systems
Conclusion
After completing the Social Scorecard, discover what defines each stage
so your company can move to the next one.
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3. FOLLOW THE SOCIAL MEDIA MATURITY
MODEL TO BECOME A SOCIAL BUSINESS
Letter from David B. Thomas,
Senior Director of Content and Community, Salesforce Marketing Cloud
Over the last five years, I’ve met with hundreds of enterprise social media folks, from
CMOs to social media managers to newly-hired communications specialists. They all have
one thing in common: they think their company is way behind when it comes to social
media maturity. I always tell them the same thing: If you’re thinking about, planning for,
and participating in social media, you’re already way ahead. Now there’s a new way for
companies to understand how their social media efforts stack up and help them develop a
path to move forward.
The Salesforce Marketing Cloud Social Scorecard is a simple, online tool you can use
to see how social media has impacted your organization to date, and develop a path to
move forward. In less than five minutes you can learn where your company’s social media
maturity ranks against other organizations based on more than a year of data gathered from
social enterprises of every size in every market. (Plus, the dataset grows as more people
participate.) The results are provided in both numeric form and on a grid showing company
results across nine key metrics. We’ll email you your Social Media Maturity Grid, along with
a list of free enterprise social media resources tailored to your needs — a road map for the
journey ahead, if you will.
The Social Scorecard looks at key metrics of a company’s social media maturity, including:
Ideology and Leadership Social Listening Social Advertising
Staffing Engagement and Community Measurement and Analytics
Internal Education Social Content Social Media Tools
The Social Scorecard incorporates the knowledge and expertise of many people. Amber
Naslund laid the groundwork during her tenure as Radian6 Vice President of Social Strategy.
I took it a few steps further and made it the core of our Social Media Needs Assessment, and
Jeff Cohen developed it into what you see today, with the help of Greg Poirier at the helm of
our web team. It was definitely a team effort, and now we want you to take it to your team.
Give it a try. Kick the tires. Let us know if you see anything that surprises you or anything
we can do better. And let’s work together to make the social media world just a little
more... mature.
What follows in the next 9 Chapters are descriptions of the stages of each of the 9
categories of the Marketing Cloud Social Media Maturity Model. If you haven’t already
completed the Social Scorecard, you may wish to do so before you proceed.
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4. FOLLOW THE SOCIAL MEDIA MATURITY
MODEL TO BECOME A SOCIAL BUSINESS
Ideology and Leadership
Senior leaders are responsible for the vision of a company. Their
level of understanding of social media sets the tone for how it will
roll out and scale across an organization. The following four stages
track social media maturity against senior executives’ awareness
and activity. In his Dreamforce conversation, General Colin Powell
stressed the importance of this awareness. “I think any leader has
to have his or her finger on the pulse of what’s happening in the
information revolution.”
Stage 1:
Early Stage
Very often, social media begins at a grassroots level within a company. Someone in marketing,
PR or corporate communications understands the value of social media to the company and
creates a Twitter profile, a Facebook Page or even a blog. Sometimes this may be done under
the radar by focusing on a discrete event or a specific product. Regardless of where it starts,
these pockets of activity are unconnected, and sometimes unauthorized.
Every day your senior leaders can’t pick up a magazine, go to a website or turn on the TV
without someone telling them that social media is changing business (and our society in
general). In this early stage of maturity, they may not even be aware of the company’s social
media activities, or they may begin to show interest in it. Others throughout the company
question the value of social media to the business, and it is your job, if you are the one who
started the efforts, to explain that value if you wish to move beyond this stage.
Stage 2:
Supportive
As companies expand their social media presences, senior leadership becomes more
supportive of these efforts. One of the best ways to bring executives on board is to establish
social media goals that align with business goals. What does your CMO care about? What
are her metrics for success across the marketing organization? Make sure your social media
program aligns with those objectives. Did you get to one million people liking your Facebook
Page? That’s great, but make sure you can show how it provides value to the company.
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5. FOLLOW THE SOCIAL MEDIA MATURITY
MODEL TO BECOME A SOCIAL BUSINESS
It is critical at this stage that the company be able to prove the value of social media. Budget
and resources are provided to expand the program, but it is not an open-ended endeavor. This
is not a blank check category, but one where a bit of skepticism remains. Show your senior
leadership the daily value you get from social media. Are you keeping up with influencers and
competitors? Are you alerted to potential supply problems before your logistics team? Are you
starting to build thought leadership for the company? All of these activities have value that can
be measured in ways your executives can understand.
Stage 3:
Engaged
Senior leaders become more engaged in social media activities when they continue to see
the results. This goes well beyond any single campaign to the level where social media is
spreading beyond marketing, PR and even customer service. Companies like Zappos have
extended their company culture beyond their own walls and have given all employees the
training, guidance and encouragement to connect with customers on social media. This type
of program has to originate from the highest levels of the organization, but it is the responsibility
of the social media leaders to sell this idea up.
While many companies still block social media use at work, mature companies are leveraging
their employees’ social networks for business benefits. If your employees are well-connected in
your industry, and to your customers and future customers, doesn’t it make sense to let them
have relevant and public business conversations about things that are important? This is how
relationships are built. Leaders in this stage understand that employees represent the company
on a daily basis on the phone, through email, and in public at trade shows and conferences.
Social media is just an extension of that. Remember, this is not meant to open the door on
chaos. This is to be managed with proper training, policies, and procedures.
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6. FOLLOW THE SOCIAL MEDIA MATURITY
MODEL TO BECOME A SOCIAL BUSINESS
Stage 4:
Passionate
It is one thing for senior leaders to encourage social media activities, but it is another for
them to be active on social platforms themselves. It really changes how they approach social
media. This doesn’t mean creating a Twitter account for the CEO and having the PR team
Tweet for him, or just asking him to share press releases. It means they are truly part of the
social experience, connecting with other executives, sharing information about the company
and the industry, and expressing their informed opinion. Leaders at your company are leaders
in your industry and social media helps them promote their own thought leadership, and the
company’s as well. Here’s a good guide for preparing your chief executives for Twitter.
Some senior leaders who have embraced social media to share personal and company
updates, as well as interesting articles shared by others, are Michael Dell, CEO of Dell, Beth
Comstock, CMO of GE, and Padmasree Warrior, Chief Technology & Strategy Officer of Cisco.
These are companies that have been incorporating social media across their organizations,
and it would not have happened to the extent that it has without a high level of executive
support.
More Information
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