Social Media Framework – How to build a social media culture

How to build a social media culture?

This is said to be the era of platforms, as different platforms guide and direct how we communicate. Large platforms such Google, Facebook and Apple also affect businesses and companies as parts of society. So, how to master these platforms? Especially as one can only acquire some of the data on the platforms, the rest is lost in cyber space.


The key to this is, paradoxically, to give up the idea of control. The process can be systemized, but not totally controlled. Social media is too widespread for that, not to mention the fact that its main idea is that the content is freely created and shared by the users themselves. Social media is also more about quality than quantity. It is the quality of the material that makes an impression on the other users, or not.


Using a social media framework helps in systemizing your efforts


M-Brain launched the development of the Social Media Framework after our customers continuously expressed their need to be able to use social media channels better and more effectively. Most organizations are already present in social media through their customers and end-users, so the next step for them is to use social media channels to e.g. improve their image, better serve their customers or improve sales and find sales leads and contacts.


M-Brain’s Social Media Framework offers an overall view into structured social media presence, and as such it is meant for the whole organization. Quite often social media is still regarded as something only for the marketing and communications people. One of the goals of the framework is to have the whole company participate in the social media culture, especially as every employee is a potential advocate for the employer.


Identifying key success factors helps in structuring your social media presence


M-Brain’s Social Media Framework is, at its roots, about helping the customer with the process of engaging in social media channels. It is built around 8 success factors:


1. Setting objectives

2. Determining target groups & channels

3. Defining activities

4. Assigning ownership

5. Listening

6. Engaging

7. Measuring & evaluating

8. Learning & building a culture


Social media framework


If one had to choose the most important factor in the framework, it would be the centre and crossroads of it, the social media culture in an organization. If that fails, the whole process stagnates and falls apart. To successfully engage in social media, one has to keep the social media culture alive and evolving, just as the social media scene itself evolves, as the channels change and multiply, not to mention the fact that the social media content reflects the society around it. The society and social media users change and evolve, the social media culture of a company should do so as well to keep in tune with its target groups and the channels they use.


Controlled and well planned implementation builds a solid foundation for the future


The framework is implemented in real life through workshops and consultation. The first step is to thoroughly map the needs and expectations related to social media work. The next steps are decided based on the findings of the needs mapping.


Generally, the framework is first introduced and put into use in a smaller part of the organization, from which it is then expanded step by step. The first to implement the framework can be customer service or marketing, but social media affect all parts of an organization. Commitment from both sides is naturally essential for the success of the process.


M-Brain’s Social Media Framework has been developed by Susanna Tirkkonen, Sanelma Helkearo and Topi Laakso. There is a significant amount of background research behind the model, as the team has been researching existing models, listening to customer feedback as well as mined its own experiences. However, due to the ongoing shifts and changes in the social media sphere, work around the Social Media Framework is continuous – the team continues to make necessary modifications and to collect best practices in implementing the model in different organizations.




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