Managing social media at scale can be a tricky balancing act. You need to have strong direction from the central team, yet give local teams enough leeway to be creative. You need to stick to budget, yet have enough resource to adequately staff the campaign, and have people on stand-by if they’re needed to deal with better-than-expected response.
How can brands ensure they will be able to manage a global social media campaign successfully? I’ve just co-authored a whitepaper on the issue, and here are my team’s top nine tips for getting it right.