Larry BraunerI’ve recently been mulling over the opportunities, challenges and limitations associated with integrating social media across the enterprise in preparation for a major enterprise social media symposium to take place in Manhattan on July 21, at which I’ll be a roundtable moderator.

The purpose of this article is to provide food for thought and lend structure to future enterprise social media integration discussions.

Enterprise Social Media Opportunities

These enterprise social media opportunities seem to be key:

  • Greater Efficacy and Efficiency – To coordinate resources across the enterprise and across social media in order to achieve synergies and reduce duplication of effort and software acquisition.
  • Greater Consistency – To coordinate agendas and messages across the enterprise and across social media so that employees, customers and investors obtain consistent information.

Enterprise Social Media Challenges

Enterprise social media integration challenges fall into two categories:

  • Conceptualization – Developing a holistic array of social media strategies, techniques and best practices. Matching them to each unit in the enterprise.
  • Implementation – Training and managing the teams responsible for social media implementation. Coordinating the activities of all the units in the enterprise.

Enterprise Social Media Limitations

Obviously an enterprise will be limited by the quantity and capability of staff members and outside personnel it can devote to its social media endeavors.

However, a more absolute limitation to enterprise social media integration is that no two units within an enterprise will have identical agendas or publics. Conversations with an investing public will differ drastically from those with employees or potential customers. Therefore, sharing Twitter accounts, Facebook pages or other social media channels among units will rarely make sense.

Conclusion

Social media integration can be beneficial for the enterprise provided that challenges can be overcome and major pitfalls can be avoided.

Larry BraunerThe Business Development Institute and New York University are hosting a meeting of The Search and Social Leadership Forum in Midtown Manhattan next Thursday to discuss some of the opportunities and issues surrounding the integration of social and search.

The search and social symposium will be attended by top marketing and communications leaders from large brands. It’s my good fortune to have been invited to participate as a social media and SEO evangelist. I will not, however, be speaking at this event.

To learn more about the Search and Social Leadership Forum or sign up, please visit the event’s web page. Hope to see you there.

Larry BraunerTomorrow is another real estate day for me. I’ll be going to the NYC Network Group Mega Real Estate Forum at the New York City Bar building in Midtown Manhattan.

I ‘m attending the real estate forum partly for personal benefit but mainly for the benefit of a client.

Welkin Capital Group

I was retained as a social media and online marketing consultant to Welkin Capital Group, a NYC real estate finance company that specializes in commercial loans and loans for luxury homes.

When I accepted the assignment, I knew that my work would encompass more than just social media and search engine optimization. It would include a total website makeover, as well.

The transformation of Welkin’s website has been dramatic. The best way to appreciate the changes we made is to compare the new website to the old website. The new site has a better look and feel, more room to maneuver, additional content and a social component.

Tomorrow’s forum will not be my first offline activity on behalf of Welkin. I attended the REMarTech symposium in April and a NYC Networking Group event in May in order to develop relationships with people in the real estate industry.

Hi-Tech Hi-Touch

In my opinion, marketing your website and growing your business need to take place both online and offline. While you can make fabulous connections using social media, it’s time spent on the phone and in face-to-face meetings that cement those relationships.

Whatever your business, seek out the optimal balance between high tech and high touch.

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