Why so many companies fail in properly engaging on the social web? Whilst Social Media is on every company's mind, I am surprised by how only a few manage to make a difference on the social web

1. Cross functional media engagement Is a 360 social media engagement a Utopia?

2. “Term used to describe intentional communities that attempt to create an ideal society”

3. The roots of the myth For a social strategy to work, all keydepartmentsshalltake part and becommited to the strategy.

4. The tenants of cross functional social media engagement Social media iseveryone’sresponsibility. Experts are foundinternally not in agencies Social media is not a job on the side, itis part of the job Social media is not a stand alonechannel, it must beintegrated in the business strategy ROI is not the onlymeasure

5. The reality Social media istoooftenconsidered a sole marketing / PR job Companies are looking for social experts outside of the companywhenthey have the expertise on the inside. As companies struggle for resources, social engagement alwayscomes last. Social media issiloed ROI isstill the onlymeasurementcommonlyaccepted

6. Recommendations Demystify social web Don’tbeafraid to makemistake A negative comment isonlynegative if youdon’tact on it Identifyyour experts Whocanbeyourinternal brand ambassadors Who do you trust enough to engage and commit withyourcustomers?

7. Recommendations Believe in whatyoupreach value and recognise individuals that are building the image of your brand in social media Look beyond ROI Set SMART goals

8. If itisso simple whysomanycompaniesfail?* Most commonmistakes: Business rules are changing but companiesaren’tadapting. No time / resources for social Companies are egocentric / one way communication Channel used as anothertraditionnal marketing media Lack of understanding: social media is not easy Resuming social media to a fans / followers collection *All answers are based on http://linkd.in/engagementrules

9. Furtherreading Blog: bit.ly/thesocialutopia Quora: http://b.qr.ae/quorasocial Linkedin: http://linkd.in/engagementrules

10. Thankyou! Aurelia Noel Head of European Marketing UrbanOutfitters Blog: www.aurelianoel.wordpress.com Twitter: @aurel_4_london http://uk.linkedin.com/in/aurelianoel Xeesm: http://xeesm.com/AureliaNoel/