Social Media nutzen? Ja, aber mit Plan!

Social Media fordert die Vernetzung aller beteiligten Abteilungen und Mitarbeiter. 
(Foto: nos.twnsnd.co)
Social Media fordert die Vernetzung aller beteiligten Abteilungen und Mitarbeiter. 
(Foto: nos.twnsnd.co)

Social Media hat seinen Platz in der Wirtschaft gefunden. Viele Unternehmen tun sich aber noch immer schwer, konkreten Nutzen aus dem direkten Kontakt zu Kunden und Geschäftspartnern zu ziehen. Stattdessen wird Social Media als Insellösung einzelner Abteilungen oder interessierter Mitarbeiter betrieben.

Im Handwerk und Mittelstand geht das Tagesgeschäft vor – die Social-Media-Angebote fallen da schnell hinten über. Dabei können besonders kleine und mittlere Unternehmen zusätzliche Online-Kanäle wie Twitter, Google+ oder Instagram nutzen, um sich von der Konkurrenz abzusetzen und im Markt zu positionieren.

Einige Grundüberlegungen sind allerdings unentbehrlich. Nur so lässt sich verhindern, dass knappe zeitliche, finanzielle und personelle Ressourcen vergeudet werden.

Ziele und Strategie: An erster Stelle steht natürlich die Frage, nach den Zielen und Zielgruppen. Was soll mit einem Social Media Engagement eigentlich erreicht werden und wen will ich erreichen? Denn es macht natürlich einen Unterschied, ob ein Produktlaunch begleitet, aus Servicegründen ein Dialogangebot für Kunden geschaffen, oder das Employer Branding unterstützt werden soll. Wie auch immer, eine Klärung tut Not, um darauf aufbauend eine Strategie zu entwickeln, die auch grundlegende Ressourcenfragen beinhaltet.

Verantwortlichkeiten und Prozesse: Wer genau soll für das Unternehmen über Social Media Kanäle kommunizieren, wer trägt zentral die Verantwortung und wie sehen die Abstimmungsprozesse aus? Holen Sie frühzeitig alle aktiv, insbesondere redaktionell Beteiligten in ein Boot und klären Sie die organisatorischen Abläufe. Besonders wichtig ist hier auch der Blick über den Tellerrand einzelner Abteilungen hinaus. Denn nur so lässt sich Kommunikations-Know-how mit notwendigem Ressortwissen zielführend zusammenbringen.

Vorbereitung und Schulung: Schaffen Sie für Ihre Social Media-Crew über die Vermittlung von Guidelines und die Durchführung von Workshops eine gemeinsame Arbeitsbasis. Sinnvoll ist es auch, sich an dieser Stelle schon über den Umgang mit Kritik zu unterhalten (Q&A, grundlegendes Vorgehen, Sprachregelungen). Übrigens: Workshops dienen nicht nur dazu, gemeinsame Leitlinien für die operationale Arbeit zu vermitteln, sondern sollten auch gezielt genutzt werden, um für die gemeinsame Aufgabe zu motivieren.

Sind die Hausaufgaben gemacht, steht einer Detailplanung und operativen Umsetzung nichts mehr im Wege.


westwerk3 berät, entwickelt Strategien und realisiert Kommunikationslösungen für Kunden aus unterschiedlichen Branchen und Bereichen – online, offline und im Social Web. Wenn Sie mehr über den Einsatz von Social Media in der Unternehmenskommunikation wissen möchten, oder andere Fragen haben, nehmen Sie gerne Kontakt zu uns auf.

Social Media nutzen? Ja, aber mit Plan!
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