Your Inspirational Checklist for Social Media Program Implementation

5 Tips to Pitch Social Media Strategy (in the form of inspirational quotes)

If your organization hasn’t already implemented a social media program, chances are you’re trying to. Those smart marketers who already have strong social media programs in place are probably striving to grow those strategies even more. You might be running into some resistance from the senior executive team, who may still be wary of investing too much in social media, may still think this is all a passing fad… may even still believe social media strategies should be “free!”


To make it a little easier, here is a checklist that will help strengthen your senior executive social media program pitch – And because I just love inspirational quotes, it’s all in the form of inspirational quotes:

Many persons have a wrong idea of what constitutes true happiness. It is not attained through self-gratification but through fidelity to a worthy purpose. – Helen Keller

Align your social strategy with overall business goals. Don’t just talk a bunch of social jargon about how successful the program will be standalone. Really understand the organization’s goals and how a strong, lasting social strategy can fit into achieving them. If goals include increasing sales, show how an integrated social media program is going to help along the way. Successful social media measurement and numbers mean nothing to senior management if the program isn’t supporting the overall business goals.

One day I will find the right words, and they will be simple. – Jack Kerouac

Keep it simple – Social media can sound complicated. To someone who has very little time for complications, make sure your pitch is straightforward. You don’t have to explain the entirety of social media and its possibilities. Start with 1. Who do we want to reach? 2. What do we want them to do? By answering these two general questions, you can begin to lay out the justification for your social media program.

Start where you are. Use what you have. Do what you can. – Arthur Ashe

Look within your organization first. “This looks great, but who’s going to do it?” Have your answer for this question prepared. Pull existing resources where you can to get started, and assemble your internal dream team. Find the people within the organization who are already practicing social media strategies to some extent, and ask them to help where they could be of use. Everyone’s busy, but acknowledging existing efforts and asking to leverage skills will be more welcomed than tasking someone random with an additional role. Places you might look – PR, marketing, sales team, subject matter experts. Put together the internal team first, then look to hire additional resources where necessary.

If you have knowledge, let others light their candles in it. – Margaret Fuller

Train. No, not just the band who created the only positive thing that ever happened to my name (Meet Virgina – anyone? Anyone?) You need to share your digital knowledge and adequately train all employees on social media best practices. If you’re implementing a new social program, do your research, make documents for references, and host team training sessions for everyone involved across the organization. Tailor knowledge guides for each department, where their use or input for social media strategies may differ. For example, the sales team may be trained on how to listen, monitor and respond to lead opportunities, while the marketing team is trained on how to develop socially shareable content, and the PR team is trained to handle digital media relations and crisis communications. Training makes perfect. Here’s a helpful infographic on training your social team.

Wanting to be someone else is a waste of who you are. – Kurt Cobain

Focus on your brand and results, not so much your competitors. Yes, it’s important to know what your competitors are doing, share of voice, and digital activity. But the way to go about pitching a new social media program is not by saying, “look what X is doing – why aren’t we??” It’s best to focus on the end results for your organization – rather, “based on research, we can identify new lead opportunities via social media… we can drive traffic to our website… we can increase awareness by utilizing influencers…”

Are you feeling inspired, yet? Whether you have yet to implement a social media program, or you are adding new strategies to an existing program, these tips will help you in developing a strong pitch. Now, make something happen! And always remember: Innovation distinguishes between a leader and a follower. – Steve Jobs

Note: This post has been edited to include additional quotes and representation from women, with guidance from Judy Gombita (PRConversations).