For some organizations, social media is a big playground and moving the conversations and relationships into that space is a natural move. For others, social media is explored because executive management sees an article in a business magazine or hears about Twitter and other online channels through CNN or other mainstream sources. Finding the motivating factor for many organizations is a tough nut to crack, but we are here to help you find a solution and make a relevant case for social media.

Knowing what you want out of social media and preparing the foundation for growth is just the beginning of what several organizations require before engaging. Locating an organization’s driving force for entering social media does not have to be an enigma if you know the general areas where you may find your source of inspiration that will spur your company into action.

First, you have to listen.

• What is provoking your community to participate in the social media space? The answer to the force you seek may not be found within your organization’s walls, but within the community you serve. Determine the rationale for why your community is flocking to social networks. Take a pulse of their attitudes and behaviors and how this compares to their offline engagement.
• Who are the people talking about you? Determine where these conversations are occurring and identify influencers…they are out there, but if they are not in the numbers that will generate interest for your organization, go beyond your own buzz.
• What are your competitors doing? Flip the conversation and begin seeking business intelligence. If your competitors are engaging in social media, determine where and why they are participating. If your competitors are not on the social media bandwagon yet, capitalize on this opportunity to grow online relationships.
• Where is there opportunity in your industry? Listen for the point of need. People are expressing their wants, needs and desires and you will only glean insights from this information if you are listening.

The first conversation you have with your boss about social media does not have to be nail biter if you have built a case on what you have gleaned from listening. Knowing what urges your community to foster discussion offers a wealth of inspiration and motivation for your organization to engage and become part of the conversation

Tags: change management, conversational listening, social media listening, social media strategy