Start with the person who is in charge of your online business. Is this person innovative, creative and always looking for ways to grow your brand? Does this person see the power and potential with Social Media?
If you answered NO to any of those, then you need a new person to oversee your online business. The problem with someone who doesn’t believe in social media or isn’t creative is that they tend to be stagnant. They don’t want to do anything different and they think that growing your online business is a matter of just getting visitors to your site. Yes it’s true visitors do become customers but having a closed mind on how to get them there is a financial danger you don’t want to mess with.
Take this situation I was in a few months ago. I met with an online company who wanted to grow their revenue and online presence. As the Online Marketing Director and I spoke I learned that she doesn’t like social media and can’t see how it would generate into income. I was a bit shocked to hear that the Online Marketing Director would be so opposed to social media. I sat there trying to explain to her the powers and potential of what social media can do for their business. I left her office scratching my head wondering how this person got to be the Director of Online Marketing when she wasn’t a fan of social media.
A bit of advice to those who have some sort of online brand, make sure that the person is oversees your online marketing effort is passionate about social media.