Page 391 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Examining several governance
models

» Instituting SMM policies and
guidelines
» Dealing with a social media crisis

Chapter 26

Understanding Social

Media Governance

ocial media has had a pervasive influence on marketing. In large organiza-
tions, it fosters new types of collaboration, processes, policies, and govern-
Sance structures.
What’s more, SMM influences corporations in substantive ways beyond the realm
of marketing and into public relations, sales, customer service (or consumer rela-
tions), and the legal department. Having strong social media governance and tools
is now more important than ever.

Recognizing How SMM Impacts Other

Company Functions

Early in the book, we discuss SMM as it relates to brand marketing and direct
response. We also frame social media marketing in the context of customer ser-
vice and real-time marketing. In this chapter, we look at how social media mar-
keting touches some of these other corporate functions and then we review good
governance practices. After that, we discuss the different governance models.

CHAPTER 26 Understanding Social Media Governance 375