Facebook in the public sector :
Getting senior management buy-in
Darren Caveney I 14 March 2012
FACEBOOK : getting senior management buy-in
How often are you having to make the case for using social media?
FACEBOOK : getting senior management buy-in
Really, there are barriers?
FACEBOOK : getting senior management buy-in
So, how do we turn that around and get buy-in?
FACEBOOK : getting senior management buy-in
“what we need is a plan” here’s one…
FACEBOOK : getting senior management buy-in
7-point business case…
1. Talk in senior management language…
- Don’t bang on about social media/getting social
- Talk about ‘delivering digital engagement’
- Talk about building trust
- Talk about innovation
- Talk about customer experience
- Talk about channel shift
- Talk about Value For Money and Return On Investment
FACEBOOK : getting senior management buy-in
7-point business case
2. be strategic, not tactical
- position social media as a strategic solution, not simply a
tactical tool
- it’s not getting social – it’s about engaging customers
- it’s a ‘market-led’ approach to business and it’s what many
customers want, expect, demand
FACEBOOK : getting senior management buy-in
Seven-point business case
3. It’s about the metrics
- The numbers are compelling and undeniable
- If Facebook were a country… yeah, yeah, yeah
- Need to make it local and relevant
- 50% people now follow ‘brands’ on social media*
- 36% users post brand related content*
*source: thesocialskinny.com
FACEBOOK : getting senior management buy-in
7-point business case
4. What’s the story…
- Talk up the opportunity to tell your organisation’s story
- Paint a broader picture, create a more engaging narrative
- Be human, be open, tell stories, connect, share.
- Lead the conversation.
FACEBOOK : getting senior management buy-in
7-point business case
5. reputational benefits
- clearer positioning
- improved customer access
- better conversation
- quicker learning
Perception is that public sector is poor – actually, there are some
exemplars in social media. Learn from your peers.
FACEBOOK : getting senior management buy-in
7-point business case
6. The world has changed
- Do we really want to get left behind?
- Press releases to newspapers which are going out of
business…
- Where will your organisation be in 5-years time if you don’t
embrace and engage?
FACEBOOK : getting senior management buy-in
7-point business case
7. Don’t be afraid to remind them…
FACEBOOK : getting senior management buy-in
Social media isn’t just for geeks…
FACEBOOK : getting senior management buy-in
5 ‘don’ts’
Getting senior management buy-in
5 ‘don’ts’
1. Don’t spend months organising a social media group and
trying to get everyone into a room on the 12th of never…
FACEBOOK : getting senior management buy-in
5 ‘don’ts’
2. Don’t spend months writing a complicated social media
strategy
FACEBOOK : getting senior management buy-in
5 ‘don’ts’
3. Don’t forget your ‘helicopter view’ – strategic, not tactical
FACEBOOK : getting senior management buy-in
5 ‘don’ts’
4. Don’t forget your staff…
FACEBOOK : getting senior management buy-in
5 ‘don’ts’
5. Don’t do what you’ve always done before – innovate, evolve…
FACEBOOK : getting senior management buy-in
5 ‘do’s’
FACEBOOK : getting senior management buy-in
5 ‘do’s’
1. Clearly set out and share your objectives & desired outcomes
FACEBOOK : getting senior management buy-in
5 ‘do’s’
2. Do take time to understand and then manage expectations…
FACEBOOK : getting senior management buy-in
5 ‘do’s’
3. Do consistently state the opportunity it presents to efficiently
and effectively engage with your residents, your customers and
your staff…
FACEBOOK : getting senior management buy-in
5 ‘do’s’
4. Do make it clear that you can’t always control the message.
And that’s ok.
FACEBOOK : getting senior management buy-in
5 ‘do’s’
5. Do create a launch campaign that can galvanise colleagues
and partners and provide a kick-start…
FACEBOOK : getting senior management buy-in
The best plans are the simple ones…
As a team or working group agree what you want to achieve
then make a plan …
keep it simple,
stick to it,
work together,
make it happen.
FACEBOOK : getting senior management buy-in
So, it’ll be easy now, yes?
Not necessarily. So what else can we do to
convince the powers that be…
FACEBOOK : getting senior management buy-in
5 tactics that work (and are simple… )
1.
2.
3.
4.
The Bear Trap
Try something small, keep it to yourself…
Get yourself a friend, a supporter, an advocate, a sponsor
If you have to pitch your proposal – pitch it to someone who
can say ‘yes’
5. BUT – you may only get one chance to pitch, so get it right
FACEBOOK : getting senior management buy-in
They still won’t listen…
So, get some help - invite someone external to talk to your senior
management team
FACEBOOK : getting senior management buy-in
And don’t forget one of the greatest selling points of all…
It’s FREE… You are not asking for money
FACEBOOK : getting senior management buy-in
And ask them straight:
- Do we trust our staff?
- Do we want to empower them?
- Aren’t they our greatest asset?
So let’s provide the tools to deliver.
FACEBOOK : getting senior management buy-in
When things go wrong:
FACEBOOK : getting senior management buy-in
Have a plan.
Do make it absolutely clear that if things do go ‘wrong’, they
must not close it all down.
That would be a huge mistake.
FACEBOOK : getting senior management buy-in
So, what next…
Senior managers like strategies…
Here’s an effective social media strategy: JFDI
How many big strategies do you already have
and how effective have they all been?
FACEBOOK : getting senior management buy-in
So, what next…
If you win that battle, they’ll make you write a detailed
protocol…
Is that necessary?
FACEBOOK : getting senior management buy-in
No – social media guidelines can be created using just 140
characters
Getting senior management buy-in
Let’s recap
- You may need a business case
- You need a plan, a vision
- Simple is often best…
- You have some tactics to make it fly
- You have help/support out there
- Be brave – don’t be afraid to challenge
FACEBOOK : getting senior management buy-in
thanks for being social
Questions? Panel session
www.comms2point0.co.uk
Twitter: @comms2point0
Twitter: @darrencaveney
Photo credits – US National Archive