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What we can add to the above is that Social Media is a mindset, it’s actually a culture that permits to go through a passive way of interacting with the environment to a more proactive behaviour that makes people involved in this discipline actors of their environment.
If the head office is keen to spread this discipline within the organisation and use the right channel to promote that a more formal and disciplined approach of processing the external information is vital in remaining competitive on a daily basis.
Companies, government bodies, associations are becoming far more sophisticated at scrutinising their targets and therefore gather more information and spend more time on processing this information.
A lot of professionals have tented to think that the end result of listening and measuring social media buzz is just a monthly news bulletin or a newsletter. This is actually the starting point, or the "knowledge base" of information.
In this regard, Social Media discipline needs to be seen as an associate that helps the entity make better business decisions by providing actionable intelligence to the right people at the right time. On one hand, people within the organisation are seen as an entry point. On the other hand, Social Media as a system that feeds each entry point with the necessary information but prior to that the Buzz measuring system needs to know who needs information. An other issue is : which kind of push deliverables will be used to send the information? (Alert report, product Buzz, campaign Buzz, Leadership Image buzz...). It’s an interactive process by which each party needs to define the parameters of the information distribution.
“Social media is like a snowball rolling down the hill. It’s picking up speed. Five years from now, it’s going to be the standard.” – Jeff Antaya, chief marketing officer of Plante Moran
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