Sociala medier på styrelsens dagordning

Social media on the board’s agenda gives a head start

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Social media is perhaps the most effective tool for communicating directly with the customer, selling and building a company’s brand. The opportunities in this are so significant that the company’s digital presence should be included all the way up to the board’s agenda. But what should the board look at and how can members be part of the development going forward?

The importance of digital presence

Today, when both information-seeking and consumption largely take place online, it is more important than ever to be seen and heard through the noise. The reasons are several.

Customers are reached faster

When the company is available on social media, it is faster for customers to reach the company, and faster for the company to reach customers. Social media means that the company can reach a whole new level of communication to customers, partners and attractive job candidates. Take advantage of it!

Crisis management works better

Crises arise in any business. Today, information spreads quickly and incorrect information is practically impossible to stop. Nothing is forgotten and it is important to be prepared in the event of an accident or a mistake. The new climate places high demands on today’s companies. Having the right resources and skills available in the event of a crisis can be what saves the business. If the company is already well established in social media, honest answers and important information can be spread quickly to customers. In today’s consumer-driven world online, that’s the be-all and end-all.

Corporate culture is reflected

Corporate culture has always been important. Now, if possible, it is even more important. When companies have an established corporate culture that is appreciated by both management and employees, it can be spread in the company’s social channels. Communicating the company culture can benefit the company in many ways. It attracts the right candidates for vacancies, creates a positive image of the company and makes employees feel better in the workplace.

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How the board can work with social media

It is not the board’s job to develop a social media strategy, but it is in the board’s interest that such a strategy exists and works. The company’s social media strategy is today at least as important as the marketing plan. Therefore, it goes without saying that issues related to social media should be raised at board meetings. The following questions may be of interest to you on the board to discuss.

What is the strategy?

Look at where the company is visible online. Which social media is relevant at the moment? LinkedIn, Instagram, TikTok or Facebook? Maybe several? Also, look at how the company is visible online. Does the content accurately reflect the business?

As an outside observer, you can discover opportunities and obstacles that have passed the marketing department and social media managers by. There you on the board have the opportunity to make a big difference. The board rarely works actively with the strategy, but with good control of the industry, different business areas and customer groups, you can contribute with valuable input. In this way, you can be involved in optimizing the company’s activities online.

What are the goals and how does the follow-up work?

Having clear goals for the strategy is of course important. More importantly, it’s to follow up on them. In the board, you can review how the follow-up is done. Ask for reports on interesting key figures and compare the development over time, just as you do on other parts of the company.

Who has the skills?

If no one on the board is knowledgeable about the social media issue, it may be time to consider whether such a competency needs to be brought in.

In the same way, you can decide whether the company should bring in consulting help to promote the digital presence. It’s not uncommon for the issue of social media to be thrown into the lap of the one who has the least to do at the moment. “Post three posts a month” is a common, but not so successful, strategy. That’s a shame, considering all the benefits there are to be gained by appearing online.

Everyone can do something

In social media, it is important to deliver relevant content to those affected by it. The purpose can be to build the brand, sell a service or product or find new talent. The more interactions a post gets, the better the spread will be and the more chance you have of reaching the right audience. As a board member, you can therefore benefit greatly from your own, private network of contacts.

If the company shares a social media post, don’t hesitate to comment, like, or share it. All interactions make a difference and a small effort can bring big changes. Who knows, maybe it is your comment that draws the attention of a potential key customer about the company’s offer.

Anything that leads to better business is interesting to the board. When social media is used in the right way, the company’s development can move forward quickly. Make sure to keep an overview perspective and make social media a recurring item on the board’s agenda. Follow up important key figures, check competence in the area and use the network of contacts. Soon, the company will most likely be able to reap the benefits of a clearer digital presence.

In Boardeaser you can load data directly from Google Analytics – in our board portal you get statistics directly in educational dashboards and reports. The Board easily follows developments and trends in interest in your company and services. Log in or sign up for free to test Boardeaser’s board portal and marketing follow-up.

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