The Role of the Social Business Champion in Scaling Social Media


Cracking social media at scale is such a crucial piece of the puzzle to get right when it comes to social business transformation.  Enterprise Social CRM platform Sprinklr recently published an eBook on scaling social business, and I’ve been doing my fair share of thinking in particular about how the organizational model adapts to social at scale.  An essential element in driving social business transformation at scale is that of the Social Business Champion.


social champion


What is a Social Business Champion?

Social Business Champions are the agents of change who are driving social business initiatives in leading organizations around the world.  They are the people who see things a little differently, and know there is a more social approach to operating business as usual.  They are a social media strategist, community manager, internal communicator and social analyst all rolled into one.  They are the ones who make social media a part of their job through their own initiative – not because it’s in their job description.

The Social Business Champion’s role in driving organizational change

The model above displays a common route to scaling a social business, outlining the journey it takes to move social media from being siloed in one department to spreading across many.  A good Social Business Champion is instrumental in moving this process along, and acts as the bridge between the different departments activating social media.

Qualities of a Social Business Champion

The Social Business Champion has a pivotal role in transforming the organization from participating in social media to being a social business.  They are the ones who take the first steps towards scaling social media, and are the first to break the social media silo.  This means that Social Business Champions need to have a great deal of courage, as the ability to take risks – often at their own expense – is what drives social business forward.  They also need to possess some pretty strong persuasive powers and be compelling enough for others to put their trust in them.

The importance of senior support

But at some stage, even the most engaging, persuasive and courageous Social Business Champion will still need to get senior stakeholder support.  In order for social business to scale, the organizational model needs to adapt as we create new divisions and new ways of working.  Senior stakeholders need to put trust in new approaches to give social business a chance of succeeding, which makes the role and special qualities of the Social Business Champion even more important.

Reprinted by permission.

About the author: Laura Dinneen

Laura Dinneen is Head of Strategy at BLOOM Social Business. She helps empower her clients to engage more effectively with the important people both inside and outside their organisation. Laura transforms businesses by helping them figure out what it takes to BE social and not just to DO social, bringing silos crashing to the ground in her wake! Data is at the heart of everything Laura does, and she is a huge believer in strategy driven by insight and focused on measureable objectives.

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