In this blogpost, our group
of six participants of social media class sharing the insights and lessons
learned from the presentation of Dr. William Ward, Hootsuite's Director
Strategy and Social Media (SM) adjunct professor of SI Newhouse School of
Communication at Syracuse University. In his presentation “Hootsuite for
Government” he highlighted the importance of alignment of social media
throughout the organisational mission and its strategic goals, and presented
main functions of Hootsuite social media management dashboard tool as well.
Hootsuite with 11 million users around the world is one of leading social media management tool. Its dashboard allows users to follow and check all posts and multiple social media accounts, including Facebook, Twitter, LinkedIn, Google+, Instagram and many others, in one place. In addition, users can access their Google Drive on Hootsuite dashboard. Individuals, private and public organizations and nonprofits can manage their engagement in social media easily and effectively through Hootsuite’s free, pro or premium version. New users can easily sign in Hootsuite by using their Twitter, Facebook, Google accounts or by just creating a new account.
Strategic management. Organizations should not only pay attention to tools and
technology but also must have strategy objectives, right mindset and skillset
of the employees. Professor Ward points out that the organization applying
social media should not look only above iceberg but should see the bigger
picture lying below as well. In this regard, he defines Hootsuite as something
more than just a social media management tool. Therefore, it is crucial to
educate and train the social media staffs and empower them, so they may use the
media in the right direction.
SM Maturity Matrix. The organization should formulate a social media maturity matrix consisting of eight parameters, which are education, strategy, organizational leadership, governance and compliance, business adoption, technology adoption, information management, crisis management in the scale of 1-5. SM Maturity Matrix is a useful tool to assess organizational readiness for social media use. The organization should decide to go from its current situation on SM to the point defined in social media maturity matrix. Hootsuite contribution in this maturity models is to give executive insights, education and training, analytics, and Hootsuite’s functional dashboard tool.
Measurement. Hootsuite’s visual analytical reports provide information
regarding the growth of followers, mentions, gender distribution of audiences,
users’ most active social media tool, sources of social media traffic, etc.
With regard to public sector, Hootsuite’s metrics and measurement tools
can be helpful to increase the efficiency of their content, to control the
traffic of posts and to improve the interaction with the public on social
media.
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