Home > Social Media Strategy > Divide and Conquer – Strategies that Businesses can use to Effectively Communicate on Social Media

Divide and Conquer – Strategies that Businesses can use to Effectively Communicate on Social Media

divide and conquer

One of the most successful strategies used by British Rulers to neutralize Indian Rebel during their colonization was “Divide and Conquer” –  breaking a large group into smaller factions.

While, this is no war, but “Arts of War” always offer important parallel f0r strategy makers in Organizations. In this write-up I will use this analogy to suggest how Organizations can divide their communications into groups and why.

1. Resource Allocation

It is easier to assign resources when there are clear grouping of communication topics. Let us say, an Organization creates two groups  – Promotional Offers and Product Announcement – then it is obvious that someone from Sales/ Marketing function will be accountable for communications related to Promotional Offers and a Product Management personnel will be more suited for Product Announcement.  While, in most organizations, each representative on social media channels like Twitter, Facebook has a regular job (like Product Manager, or Internal Sales), having a grouping like this allows for better resource allocation and time management.

2. Performance Comparison

Before you start communicating, how do you know how much time should be spent and on what? Should you be spending more time and resources on Promotional Offers or in Customer Service. Do people consider your promotional offers as spam and do not respond or do they find your Customer Service information very useful? These are very valid questions and without trying out, you will not know. Having a grouping will provide you with answers to perform A/B testing on different groups by tweaking the way you tweet. In effect, it will provide you with the answer “where should I spend more time and resource”.

3. Goal Setting

Businesses can associate corporate goals to their social media communications, making them really effective, useful and measurable. By creating groups, based on goals, it is easier to manage and measure. For example, there could be two goals – increase the hit to a website by 20% and get 1000 registration to a webinar. These are very different goals, and their messaging needs to be different. Having groups by goals will allow preparing and planning differently – thus making communication on social media channels more strategic and measurable.

4. Backup

Say, you have groups which are blog-fed or they are heavy on content. In case when one of your groups is not active (blogger is away, has left, the topic is such etc) you can always have secondary group to fill-up and keep you regular. Having these topics divided as groups will give you the visibility of activity level of each group and in case of any abnormality, you can take corrective measure.

5. Transfer of Assets

Say, you have no grouping or resource allocation or accountability practice in place.  What happens when the only responsible social media manager / content provider takes off.  How do you ensure continuity and knowledge transfer? In such cases, having smaller groups with clear definition will help easy change of hands.

Organizations can use these simple tips to organize and manage their communications on Social Media Channels, thus increasing efficiency, accountability and visibility.  The simple rule is – Divide and Conquer.

Like this? Try ObjectiveMarketer to see this in action.

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Categories: Social Media Strategy
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