Macmillan – Social Beyond Marketing
Embedding Social Media Literacy across Macmillan
Your audience decides how it wants to communicate with you and what it wants to talk about. So, to be effective, social media cannot be the exclusive domain of one department. It needs to be a core competency for all staff, especially those who are public facing.
Embedding social media within an organization means addressing a lot of preconceptions held by staff and working to change how people think about their organization, their responsibilities to their audience and their own professional reputations.
Social media needs to be a business-as-usual activity not a campaign-specific one. Your employees know their audiences best, they just need the tools to engage with them.