Social media is not about resources or budget. Both help but they do not define success. I hope we can all seek comfort in the fact that some of the leading organisations have very small social media teams. Nokia has just 4 full-time social media staff to manage their whole global strategy! Indeed, the average size of social media teams for organisations with between 1,000-5000 employees is just 1-3!For companies with 10,000 to 50,000 staff, it still only averages a team of 5 managing social media.
So success in our social media strategies is not contingent upon money or staff. Many have succeeded without either of the above.
One of the main challenges social media staff face is get their colleagues and bosses to come on board with them. To give them the support and encouragement they need to make their efforts count. There are so many conflicting forces at work within an organisation, that politics and human nature can provide formidable stumbling blocks.
You, as the new kid on the block, may threaten the long-standing budgets of the marketing department or corporate communications, or of IT, depending upon how your company makes its budgeting decisions.
And what if your early efforts show signs of working? It may result in you making some of your colleagues look bad. They may get resentful of your success.
Your top priority as the in-house social media expert is to educate your colleagues and bosses. Your company, possibly for the first time in it’s history, now has to be open, transparent and communicative. Some of the older members will need to be convinced! This will take time, patience, and also some useful metrics that show how your efforts are working. The key thing to remember is that if “it’s not well understood, it’s not going to be well-funded! “