Though with the social media Center of Excellence role, you may get exposure, it definitely has no control over the things needed to succeed, for example laws and regulations are beyond your control. Yet, with these types of restrictions in place, you must still deliver the required results.
Although more control in monitoring and information activity may well come to be a reality, the essence of controlling anything social is hard to contain.
As more and more internal memos and emails and articles get published across the intranet as well as internet, that control will seem but a virtual dream. Even so, with the amount of information travelling back and forth the network, some party or another will still be oblivious to the existence of the social media Center of Excellence, let alone the need to seek excellence. All this will require constant and ongoing resource allocation to promotion and awareness. After all, if no ne knows there is a Center of Excellence, how will they know what excellence is, how to achieve I, and who to contact with enquiries.
To add value, then, requires you to be resourceful and an advisor. And with this comes the need to maintain an ongoing training and development regimen in order to seek adoption by way of transferring knowledge.
Reflection
To facilitate adoption and to increase acceptance, the social media Center of Excellence can do good if it works off the principle that the sole reason and existence of the Center is to facilitate the various divisions/departments within the enterprise, and it is there at the requirements teams that generate revenue.
In addition, as part of defining the valued content and tools that are created, the overall distribution focus must be on pull scenarios.
Workings
The value that social has to offer eventually is to tap into the under-utilized resources, thereby imparting the expertise to drive excellence.
With the addition of a larger group to contribute additional expertise in no way means that the center experts must become bystanders. It simply indicates that the avenues to add value has expanded.
This is important, because the larger group can then initiate a larger collaborative effort by creating the initial framework whence from others work off, which helps to organize cross-divisional initiatives and pilots that test new approaches.
By facilitating collaboration, and by submitting some control and decisions to the larger group, throttles the social in social media.
