Seven North Web

Centralized Or Departmentalized Social Media Model

Most organizations default to this approach. Their organizational chart reads like a typical silo model. Control is maximized. It lessens surprises and allows for a consistent, branded message. With this model, social media usually falls into the marketing department. Marketing sees the social platforms as additional mediums to broadcast their messages.

Unfortunately, their rigid control of social media ignores its power. It does not recognize the human connections of its employees and their ability to influence others. It disregards employees as resources that can impact the growth of the organization. It discounts how employees can leverage their networks. It is not authentic and others quickly recognize the corporate-speak in most of its one-way posts.
Distributed Social Media Model

This model is the least controlled. And it is the most feared by organizational leadership. It is hard to contain. It may look like a chaotic mess as everyone in the company is allowed to chart their own course.

Tweet or not? Write a blog post or not? Post something in LinkedIn or not? It’s completely up to the employee.

The lack of top-down control actually gives social media its power. Employees may rise to the top as they leverage their social networks for the benefit of the company. The organization appears authentic and one that values human connections.

Zappos is a great example of a company that uses the distributed social media model. Companies that also fail to acknowledge social media or plan for its adoption may end up using this model.
Coordinated Social Media Model

The coordinated model is the most effective, simple and powerful. Straightforward social media guidelines are established. They serve as principles, not rules, regulations or laws.

Everyone is invited to use social media as long as they follow the guidelines. Control is shared and leadership trusts its employees to do the right thing.

This approach takes time and monitoring. Its effectiveness is in its horizontal networks.

Which of these three social media models resonates with you? Why do so many organizations fear social media and try to control it?

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Jeff Hurt

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