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Social Marketing To The Business Customer_2

Tham khảo tài liệu 'social marketing to the business customer_2', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Creating and Enforcing Social Media Policies 61 When you re deciding whom to approach in a given department look for the most influential person who s going to require the least education. But you also want a single point of contact who has the ability to relay the rationale for developing the policy. You can figure out who s up to speed on social media by asking people or by searching for names on relevant social sites. Request a meeting brief the person on your initiative and ask what that person would like to see a social media policy cover. Write down concerns to ensure that you can address them in the policy and ask the person if he or she would be willing to serve as the department s point person. Explain that the person will be asked to review drafts as they are circulated and provide any feedback or recommendations along the way to make sure the intended policy meets the department s aims. Try to find stakeholders who are unlikely to transfer to another department or leave the company. You don t want to have to start over again with a new stakeholder who may be hostile or disinterested. Make sure stakeholders are actively involved in the review and approval process so they take ownership of the result. Sequencing the Chain of Events Nab the most influential stakeholders first to make it easier to get others on board. Also pay attention to the order in which you circulate your policy draft for review. Give first copies to those who are the most influential and educated about social media. As you progress through your request for comments review sequence make it known who s seen it already that s an implied endorsement to those further down the review chain. Inadvertent sequencing derailed the initiative at a very large public regulated company where Eric was engaged to help create a social media policy. Rather than being circulated to the stakeholders as had been agreed the initial draft for review somehow was sent to an attorney in the company s legal .