Internal champions help boost the case for social media

This week I moderated a webcast on the topic of social media within the b-to-b community, sponsored by Schwartz Communications.

This week I moderated a webcast on the topic of social media within the b-to-b community, sponsored by Schwartz Communications. One of the panelists was Amy Black, senior marketing communications manager at Kadient, a company that provides sales enablement software and tools. Despite its decidedly b-to-b focus, it has been extremely active on Twitter and You Tube with a positive response.

As we all know, keeping up with social media and integrating it into a PR strategy is a necessity for any company. But it also involves serious resources, as anything done without full dedication will simply not be taken seriously. And in the era of time-strapped, overloaded, and reduced workforces, this can be a serious challenge.

For companies with large marketing budgets and a cadre of agencies to help, this isn't a problem. But for some companies, it's the impediment that prevents taking part in the social media conversation. During the webcast, Black admitted that she is afforded a minimal budget for social media efforts and some things, such as a recent You Tube video, are conducted during after-work hours. Yet she makes the time for social media because she is passionate about it and truly believes in its power to change perception and affect business.

That type of fervent supporter is what every company needs to stay in the social media game. And while this type of effort should be guided by the communications department, companies must also look elsewhere within the organization to see where the enthusiasm exists. The very nature of social media means that it's something which should be shared among all employees—even in terms of responsibility and time. When there are people within all facets of the company that are passionate about social media and can help apply it to the business, it becomes something that executives find easier to embrace.

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