Integrating social media at Sky Deutschland

Abstract

Due to the rapid pace at which the social media
environment is evolving, many businesses — both large and small —
are unsure how to structure and integrate their social media teams.
Whether social media efforts are best led by one person or a group
of people depends on the company’s size. This is crucial for
achieving such business goals as brand awareness, product
reputation and customer service, as well as supporting the
corporate recruitment processes. Drawing on real-life experience,
this case study offers insights into how best to get a social media
team up and running from scratch, and — more importantly — how to
ensure the whole company is involved. The case study provides
advice regarding ownership of social media, the differences between
centralised and hub-and-spoke structures for managing social media,
key performance indicators and budget commitments, and also
describes the four crucial steps for integrating social media into
the organisation.