BRAND DRIVEN socialBRAND DRIVEN social

nick westergaard | branddrivensocial.com | fall 2012

Time, Talent, & Terror

Overcoming the Internal Obstacles to Social Media Adoption

Getting Started

@NickWestergaard#GoToExplore

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Not Going Anywhere

Photo via Flickr user nate steiner

Not About Selling You

Photo via Flickr user Phil Roeder

The Biggest Obstacles to Internal Social Media Adoption

‣ Time

‣ Talent

‣ Terror

1

TIME!

The Time Objection:

“I Don’t Want My People on Facebook All Day ...”

Photo via Flickr user west.m

Another Time Objection:

“Our Team Doesn’t Have Time for This ...”

Photo via Flickr user klynslis

Alternate Time Objection:

“We’re Waiting on the Corporate Initiative ...”

Photo via Flickr user wwarby

2

TALENT!

The Talent Objection:

“We Don’t Have the Right Kind of People ...”

Photo via Flickr user joelogon

3

TERROR!

The Terror Objection:

“People Will Say Bad Things About Our Brand!”

The Terror Objection:

“We’ll Lose Control!”

Photo via Flickr user Robert Couse-Baker

Another (Legitimate) Terror Objection:

“HR & Legal Will Have Issues ...”

Photo via Flickr user eflon

4

Strategies for Attacking the 3 Ts

TRUSTtime, talent, & terror are opportunities to build

Answers to the 3 Ts

‣ Time — Organize Efficiently; Outsource As Needed

‣ Talent — Build a Team You Can Trust

‣ Terror — Help Leadership Better Understand the Shift

TIME: Organize Effectively

!

TIME: Assemble Your Players

TALENT: Who Are the Right People?

TALENT: Who Shouldn’t Be on the Social Team

‣ Interns

‣ Boss’ Niece

‣ Non-Believers

‣ People by Title Only

TERROR: Educate Leadership

TERROR: Collaborate with HR & Legal on Policies

‣ HR — No BS: Trust everyone, but have a policy that deals with

those who cannot or do not comply

‣ Legal — It’s own talk! Follow @dquack (Dara Quackenbush);

review libel, copyright, privileged/professional information

‣ IT — Important Tech Considerations

5

In Conclusion

Time > Flexibility

Photo via Flickr user katerha

Photo via Flickr user NDomer73

Talent > Skunkworks

Terror > Humanity

Clear Path Ahead

Photo via Flickr user AdamKR

BRAND DRIVEN socialBRAND DRIVEN social

nick westergaard | branddrivensocial.com | fall 2012

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