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By Ritesh Gupta

Social media belongs to a dynamic space. Given the immediacy of social networking, it’s imperative that the strategy and execution don’t end once it’s out of the door.

And before a company reaches out to its consumers, it is critical to understand how can one make a transition and allocate resources for social media marketing. It is important to assign ownership within your organisation. Also work to build that social media DNA into every employee. Specialists believe that collective energy, creativity and wisdom merged with personal responsibility is the best way to position your company for long-term success.

“In order to make Social Media marketing integral to an organisation, it is important to walk the talk. Though easier said than done, that is the only way for people across the organisation (Management and rank-and-file) to realise what Social Media is all about, and how important it is to the organisation,” says Mumbai-based Ashok Lalla, President - Digital, Euro RSCG.

Lalla adds, “However, one cannot expect a complete organisation to embrace Social Media overnight. Baby first steps are required, ideally by people in otherwise customer-facing roles, such as Marketing, Communications, Sales and Customer Service.”

According to Lalla, these first steps must be supported by some amount of handholding in terms of the What and How of Social Media. Setting out guidelines (that provide a framework without seeming too strict or punitive) helps too. Another aspect that helps get people in an organisation positively inclined to Social Media is seeing early successes and role models. Identifying and nurturing Social Media ‘champions’ can help in this regard. As also sharing examples of how other organisations have successfully adopted Social Media.

“Finally, it’s important to ride through any early hiccups that may occur. And be prepared to stay the course, since Social Media Marketing is not a campaign with an end date, but a journey that requires a long term view,” shared Lalla, who is scheduled to speak at the forthcoming EyeforTravel’s Travel Distribution Summit India 2011 , to be held in Mumbai (12-13 October) this year.

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