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How to Decide Where Social Media Should “Sit” Within Your Company

Clarifying the Role of Social Media

Social media has spread like wildfire in the last decade. It is now integrated into our lives in ways that we couldn’t imagine just a few years ago. It wouldn’t be a stretch to say that social media has fundamentally changed the way people interact around the world, so it’s no surprise that it has also changed the way we interact with brands and the way we approach buying decisions.

This revolutionary and widespread change in behavior and usage has companies confused about what purpose social media should serve in their organization. In our newest guide, Clarifying the Role of Social Media, our Senior Director of Marketing, Uri Bar-Joseph shares two frameworks for companies to use to when identifying the correct place for the team, and how to create the best possible alignment with business and department goals.

Four Social Media Use-Cases

Social media doesn’t only impact buyers. It also impacts employees. Because of this, technologies that help companies take advantage of this new communication channel have emerged and created even more confusion about the role of social media in business.

Internal Communication: Tools like Yammer, Chatter, and even Google Hangouts have created a category of social collaboration tools that are designed to help internal processes and communication.

Professional Networking: Professional networks (primarily LinkedIn) have introduced another set of technologies to utilize social media for sales.

Customer Relations: Online communities like Zendesk,, and AutoDesk utilize social media for customer support and customer success.

External Communication and Marketing: Facebook and Twitter have created business features (like Pages, profiles, and advertising opportunities) that pushed social media into the marketing arena in the fields of brand awareness, demand generation, advocacy, and paid campaigns.

Two Frameworks for Understanding Social Media’s Value

This guide will walk you through an exercise in identifying social media’s role within your company, focusing on two aspects:

1. Social Media as a Communication Channel

As I mentioned above, social media can be used in a variety of different ways within companies, and in many cases, it’s used in all of them. This exercise will help you understand social media’s role in each type of communication.

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2. Social Media in the Buyer’s Life Cycle

Social media can also be viewed through the lens of the Buyer’s Life Cycle. This framework can be crucial for setting social media KPIs and goals as a marketing and sales channel.

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For a deep dive on each of these frameworks, and how to use them to define social media’s role within your company, download your complimentary copy of the entire guide below. Enjoy!

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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