Published on March 8, 2014
Social Media Integration Kinda Like Watching Iron Chef
Integration ≠ Adding Integrating Not Integrating
Continuum of Social Integration© Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Continuum: a continuous sequence in which adjacent elements are not noticeably different from each other, although the extremes are quite distinct.
Six Phases Self Assessment • On the continuum we have identiﬁed six phases that an organization can move through on the way toward total integration. 1. 2. 3. 4. 5. 6. Personal Integration Team Integration Departmental Integration Divisional Integration Organizational Integration Operational Integration
Phase One Personal Integration
Phase One Questions • Do you or any of your co-workers ﬁt this proﬁle? • Have you approached leadership about starting strategic social media eﬀorts? • Can you list examples of how social media eﬀorts have beneﬁted your work? • Is that the Chairman’s real hair?
Phase Two - Team Integration
Phase Two Questions • Is your organization “testing the waters” of social media? • Have you been doing more “talking” or “listening” to your social communities? • If an “Iron Chef” cuts himself, is he really an iron Chef?
Phase Three Departmental Integration
Phase Three Questions • Does your organization have a department overseeing social marketing and outreach? • Do you also have a Social Media Manager or Director? • OK, Alton Brown (foodie) and Marc Decascos (Brated Martial Artist)...Really?! COOL!!
Phase Four Divisional Integration
Phase Four Questions • Do you have a Social Media Policy? Have your HR and legal staﬀ reviewed the policy? • Have you trained departmental staﬀ members in social channel best practices to enhance the reach and inﬂuence of your organization? • Have you created/implemented a social campaign?
Phase Five Organizational Integration
Phase Five Questions • Are you executing successful social campaigns with clear ROI? • Is your staﬀ actively engaged in ongoing social eﬀorts? • Do you have key personnel managing your individual social channels on a weekly basis? • Who eats this stuﬀ?
Phase 6 - Operational Integration
Where are you on the continuum?
Where would you like to be in 4-6 months?
Bringing It Home Personal Integration Team Integration Departmental Integration Divisional Integration Organizationa l Integration Operational Integration • We want you to take a moment and review the six phases • Next, we want you to identify where you are at in relation to the six phases • Finally, determine where you would like to be in the next 4-6 months
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