Key takeaways:
- Use business updates and your annual report to ensure strategic alignment and increase buy-in to align your content strategy with corporate priorities.
- Building relationships, particularly with senior leadership, helps define the role of social media teams and optimize efforts. Take inventory of resources, identify duplication, and reform roles where necessary.
- Provide compelling case studies and evidence of past efforts to gain more support. Present a well-researched plan based on extensive studies in specific markets to demonstrate expertise and offer a starting point for collaboration. This proactive approach generates tangible momentum for progress.
We’ve all witnessed the difficulties brought about by layoffs and budget cuts and the demand for certain business lines to accomplish their goals with fewer resources. However, there are ways to navigate this terrain and achieve greater efficiency.
SocialMedia.org members — all social media leaders at the world’s largest brands — are tackling this challenge head on with each other in our community. They recently shared how they’re optimizing budgets and enhancing the efficiency of their tools in several leadership discussions where they shared insights on how to elevate your team’s performance, even when faced with constraints.
We dive into how these social media leaders are achieving success even when faced with limited resources.
Align Social Media Objectives with Key Priorities for Optimal Resource Management
During a recent SocialMedia.org panel discussion on future-proofing team structures, Vanguard Head of Social Media Temeka Easter Rice shared the importance of improving efficiencies with limited resources by showcasing the strategic value of a social media team.
She said this involves actively listening to business updates and aligning your team’s objectives with key priorities identified in the organization’s annual report.
“You want to hear about the business updates and what things are coming down the pipeline, so that you can tie your social media objectives to those key priorities,” Temeka said.
Securing buy-in from senior leaders is crucial, as it allows for a clear understanding of your team’s priorities, and as Temeka said, it helps to see where you should focus your efforts and time.
This alignment not only helps prioritize tasks but also provides support when having to decline requests that fall outside the agreed-upon scope. By preemptively addressing additional requests and involving the right stakeholders, Temeka said your social media team can effectively manage resources and maintain a strategic focus.
You want to hear about the business updates and what things are coming down the pipeline, so that you can tie your social media objectives to those key priorities.
Temeka Easter Rice, Vanguard Head of Social Media
Build Relationships with Senior Leadership Teams to Gain More Support
Brandy Mann, Global Social Media Governance and Alignment Manager at Lenovo, discussed the importance of building relationships, particularly with senior leadership, to define the role of social media teams and gain additional support.
She explained how protecting your team in this way is crucial because success can be viewed subjectively and varies depending on what your executives may want to prioritize.
In the process, Brandy took steps to decide where her team needed to prioritize their efforts to help their senior leaders know where they needed support.
“When I first started on the team, a lot of it was taking inventory of what those resources were and checking if we’re using them well,” Brandy said. “We found tons of tool duplication.”
She added how this process helped in getting to know her team’s strengths and weaknesses and allowed them to reform their roles where necessary.
Brandy noted this approach may differ for well-established teams and across different industries, as their journey presents unique considerations.
When I first started on the team, a lot of it was taking inventory of what those resources were and checking if we’re using them well.
Brandy Mann, Global Social Media Governance and Alignment Manager at Lenovo
Create Alignment on Social Media Objectives by Collaborating with Key Business Units in Your organization
April Virhuez, Director Social Media Strategy at Prudential Financial, shared the importance of collaboration within social media teams. She explained why it’s crucial to define the parameters of collaboration and clearly communicate how your team can support and amplify the goals of others while also seeking reciprocity.
“I think things like brainstorming sessions and think tanks and doing some of the 101 discussions are also important when you’re trying to gain buy-in and collaborate, because everyone’s idea of collaboration is going to be different,” April said.
By understanding what each party wants to achieve and aligning efforts, she noted how collaboration can contribute to the overall strategic direction of your team.
I think things like brainstorming sessions and think tanks and doing some of the 101 discussions are also important when you’re trying to gain buy-in and collaborate, because everyone’s idea of collaboration is going to be different.
April Virhuez, Director Social Media Strategy at Prudential Financial
Present Compelling Proposals Backed by Expertise and Case Studies to Drive Tangible Progress
Brandy highlighted the significance of going into planning discussions with a proposal rather than what she referred to as an empty whiteboard. She explained providing a compelling case study or evidence of past efforts as a Center of Excellence is valuable.
“We have a little bit more bandwidth to make the mistakes and to try things,” Brandy said. “We feel like we have this level of expertise to tell everybody else.”
Instead of asking others to define their needs, presenting a well-researched plan based on extensive studies in specific markets demonstrates expertise and offers a starting point for collaboration.
Brandy said this approach resonates with individuals who are weary and seeking actionable solutions. Taking this proactive stance has proven more effective at Lenovo than merely asking to work together, as it generates tangible momentum for progress.
Leverage Vendor Training and Stakeholder Engagement to Optimize Internal Resources for Social Listening
In a recent discussion exclusively for SocialMedia.org members, the focus was on optimizing internal resources for social listening. Members provided insights into how they leverage tools and budget to achieve their goals in the face of constraints.
One prominent challenge highlighted by the members was the difficulty of getting stakeholders outside their immediate teams to understand and appreciate the value of social listening.
With limitations on accessing platforms like TikTok, private Facebook groups, and hidden LinkedIn profiles, their access to valuable information is restricted. Consequently, demonstrating the value of social listening initiatives and their potential for enhancing consumer engagement becomes more challenging.
Another obstacle raised by members was the lack of availability of social listening tools across various organizational teams. This places an additional burden on the already stretched social listening teams.
To address these challenges, members shared they’re emphasizing the importance of vendor training programs to bridge knowledge gaps and upskill their teams.
Notable examples included leveraging Sprinklr’s knowledge center and Sprinklr U for training, as well as initiating pilot programs with vendors like Brandwatch. These pilot programs involved comprehensive activities such as weeklong test-runs, Q&A sessions, and dashboard customization.
Discover How Your Peers Leading Social Media are Optimizing Their Budgets and Resources
From aligning social media objectives with key priorities to building relationships and leveraging vendor training, these proven tactics can elevate your social media strategy in the face of constraints.
But the journey doesn’t end here. If you lead social media at a large company, we invite you to join our exclusive community for social media leaders at the world’s largest companies. As a member, you’ll gain actionable insights from your peers on the most pressing topics in social media.
Don’t let budget limitations and resource constraints hold you back. Discover how a SocialMedia.org membership can propel your efforts and optimize your resources.
Embrace the power of collaboration and stay ahead of the curve. Apply today and let your peers inspire and empower you on your social media journey.
