Buy-in… and Not Just Our Cookies

After working for the Girls Scouts of the Northwestern Great Lakes for the past five years, I have decided to work with this amazing organization in further developing a social media strategy that not only will benefit the organization, but will also allow me to utilize the information I have been learning along the way. The formation of the their current social media policy is in the process of being developed and at the early beginning stages. Although the organization believes that having a strong social media policy is crucial it is time to fully develop it and begin to implement the strategy. In order to present the social media strategy, I must first address pressing issues that might arise throughout the presentation.

Who is invited to the social media strategy presentation?
In order for the social media strategy to be successful I want to make sure that I invite the appropriate individuals to the presentation. There are several employees that impact the organization and although it would be ideal to invite them all, to this specific meeting, it is vital that I invite those that are in upper management. I would invite the human resource specialist, chief development officer program manager, chief executive officer, director of finance. My hope is that by presenting this information, a trickle down effect will occur and the entire staff will be informed of the strategy. Everyone must be on board.
2. Adressing the lowest hanging fruit:
The Girls Scouts of the Northwestern Great lakes, provides multiple opportunities for girls to partake in various different programs and camps. Each summer at the camps we have those campers that continue to attend every summer. What happens to those campers that only attend one summer, and how can we increase their chances of them returning to camp another summer? I believe that we must target this population of campers. Although we are always marketing to increase attendance, we must attempt to target those campers that have only attended camp one time and find out reasons as to why. Creating awareness is crucial as well.
3. Being prepared: What if everyone isn’t willing to jump on board?
In order to be prepared during the presentation, I must brainstorm all of the key factors and different areas of conflict that might arise during the presentation. Once I have address these issues I will then attempt to find solutions and explanations to each issue, and further the importance of why we need a social media strategy. Since we are attempting to target a younger crowd, I will further ingrain the increase use of social media by a younger crowd. How can we target youth? By advertising and marketing through social media. When I first began working at camp I never once saw a cell phone. After five years ( although they are not supposed to bring their cell phone), campers discuss chatting online with friends, using their phones, and texting. Campers have the ability to go home after camp and make a status regarding how much they enjoyed their day at camp. Although it is the parents that are paying for camp, it is the campers that are the ones who ask to come back. If they do not enjoy their time at camp, they will not want to come back. Several other issues are bound to arise at the meeting but this is one example that might arise. Remembering to target our customers, the campers.
4. Who will be in charge of maintaining this social media strategy?
Employees must recognize that each camp and program already has one person who is collecting photos, positing on Facebook, and advertising for the their particular camp or program. If we do not have the funds to higher someone specifically, then we must utilize those employees who are already working on improving social media.
5. What if employees leak information, or are not utilizing Facebook in a professional way?
The answer to that is simple. We will create a solid social media policy that will cover all aspects. Each employee will read and sign the social media policy. All employees will know what they can and cannot say through social media.
6. How do we talk to our customers on social media?
One of strategies is including a Facebook page for each particular Girl Scout camp. At the beginning of each week the campers are sent home with a packet of information, one discussing the Facebook page, what we post on the page, and how important it is for them to check out the page. Parents are allowed to comment and see what their children are up to each week at camp. Anything new that arises is also posted on the page. On Thursday of each week, we invite parents and family to attend a campfire where we discuss the week and this is also a time to network and spread the work about camp.
7. Social media is a fad.
If this issue arises, it will be important to discuss the importance of social media in today’s society. Social media is nowhere close to fading out. In fact it is continuing to grow, and will keep on growing.
8. How much work will incorporating a social media strategy be?
If everyone is willing to work together and are on the same page it will not be that much work for what it is worth. Having a social media strategy will essentially increase awareness which will increase attendance. For the amount of work and time that will be spent, it is that that will sustain the organization and help the organization continue to grow.

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1 Comment

  1. Hello Kyrsta.

    First, let me share with you that again, you had me at hello with your header. Whoa! It was well worth the wait. I was encouraged to immediately read your post to see what you have to say. You should use this header as an opener for your buy-in presentation.

    Second, a buy-in presentation and social media strategy are two different things. Please read my comments on Kayla’s post.

    I want to add that you have hit in on the head with who you will address to the meeting and why? You shared who you will invited, your reasons for inviting them and justified your reasons, very professionally as to why you are not inviting those who will not be directly involved in the final decision to develop and implement a social media strategy. You said…

    ” There are several employees that impact the organization and although it would be ideal to invite them all, to this specific meeting, it is vital that I invite those that are in upper management. I would invite the human resource specialist, chief development officer program manager, chief executive officer, director of finance. My hope is that by presenting this information, a trickle down effect will occur and the entire staff will be informed of the strategy. Everyone must be on board.”

    I am saying…very well said! Continue on that line of thinking.

    Next, I would just caution you as I have the other students. Don’t use the phrase when referring to a social media engagement policy ( let’s call it an engagement policy and not “policy”) that you should not refer to as a policy to tell employees, volunteers etc., “what they can and cannot say on social media.” It truly is an engagement policy. And you will use this policy to train those who will be involved in managing the Girl Scouts online community with the proper skills for handling customer service concerns, bullying, defamation of character, libel etc., and most importantly reminding C-Level Suite Leaders, Upper Management etc., that they cannot fire an employee etc., because they exercised their right to organize on social media, siting the NLRB rules.

    Love the graphics. Love the opening header. Digging how you address concerns. I would present a simple SWAT and ROI conversion example with your specific KPI when you are addressing the concerns about the lowest hanging fruit.

    GREAT JOB!!

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