Don't Forget to Sell Social Media Internally Too

For the vast majority of social media programs, the focus is external. It’s aimed at customers, potential customers, partners, investors, suppliers and the media/bloggers. But what about the people inside the company? Where do they fit into the scheme of things as a company embraces and deploys social media? In many ways, getting employees to buy into social media is as important as the effort and investment made to make sure social media resonates externally. If a company plans to use social media to become more transparent, engage and have conversations, you have to believe this approach will impact how it communicates with employees. If, for example, a company has a corporate culture in which the lines of communications between management and employees are not particularly open, it would be strange for...

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