Developing a Social Media Playbook or Share Book

The COMMS Organizer should be involved in developing a social media “share” book, or what’s commonly known as the social media playbook. The playbook is an essential part of overall social media strategy or can be used for specific program initiatives. Jay Baer is one of the top social media consultants in the United States, co-author of The Now Revolution, and founder of the popular Convince & Convert social media blog. Jay shared his thoughts on how a social media playbook unifies the organization’s social media strategy and keeps the employees on the same page.³

³ Baer, Jay & Naslund, Amber, The Now Revolution, first edition, Wiley; February 8, 2011.

Q: From your experience, who is responsible for creating the social media playbook or share book in an organization? Should the PR department be involved in this process?