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A Business Analyst on a Social Media Team….Blasphemy! - Keith Privette Home / Business Analysis / A Business Analyst on a Social Media Team….Blasphemy!

A Business Analyst on a Social Media Team….Blasphemy!

Well that seems to be the general feeling I get discussing this topic with marketing, communications, pr, and leadership in those groups. So I am going to present why this role is highly suited for being part of the social team. The core skills and specialties of this role make integrating social strategies, processes, and technologies for problem solving and innovation essential to be apart of these newly forming teams. The following are my reasons to challenge the blasphemy or heresy perspective and rhetoric!

A Business Analyst………


1. Looks at problems and assesses viable solutions using people, process & technology

Yes the Business Analyst realizes there is no silver bullet. You need all three aspects of people, process, and technology to problem solve or innovate. The Business Analyst is aware the solutions will work these things as an ecosystem. The Business Analyst will ask the right questions, document the information gathered, analyze that information and have the ability to put that information into readable content for business and technology disciplines to understand. Business Analysts helps the social media project teams co-create these solutions in a rapid fashion because we understand how and what the ecosystem needs for execution. One of the biggest soft skills we use is curiosity to discover information. With every problem or potential idea to innovation we turn into a 5 year old kid discovery their world around them…..we all know a 5 year old right?

2. Diggs for information to get solutions

Business Analysts are tenacious to find, illicit, document, and fix information for a solid solution for a problem or innovation. We are good at asking questions for clarification, we will admit when we don’t understand or don’t know, but with that admission we will educate, find, and ask again if need be. This is all done from a place of curiosity, wanting the people, project, and organization to succeed. We explore the possibilities of where it could be or what it could be. All along the way we keep documenting with content to ensure we have words, pictures, and prototypes to make better fact based decisions. Well on occasion a little leap of faith based on experience is needed to be worked in also. The question why comes up a lot, but in a curious manner. That is the best way to spot a good business analyst! How do they ask the question Why?

3. Documents for review, clarity, and decision making

Documentation, Documentation, Documentation……yes I know what you are thinking. Good Business Analysts make this documentation flexible, dynamic, and not set in stone. Every hour on a project or a team the information you need to make good decisions changes. Now with social we see this information changing every minute. You need a role that can absorb information and categorize and reproduce in a rapid fashion. Now think about all the disciplines operating on a social media team: interactive designers, creatives, lawyers, HR, marketing, advertising, technical architect, infrastructure architect, testers, project managers, customers, call center reps, PR, Communications, etc etc. Yes I take the approach the social media\social business team internal and external are one team (future post on social business, enterprise2.0, and social media is much larger and more dynamic than what I have seen at any company today). Think about all the information that is being created that needs to be curated and reproduced for decision making and impact analysis.

4. Presents information for diverse audiences

Business Analysts are smack dab right in the middle of the ecosystem. Being that we have functioned within the Business culture and Technology cultures we have to take all the information above and synthesize this information for non-business people understand businesses and non-techie people understand the worlds of technology. With this skill set comes the ability to fashion a presentation around 1 screen or one process model or one requirements traceability diagram. Oh there is that word Requirements. Those silly little information snippets that cause most projects headaches and heartburn, if not gathered, managed, and traced to other forms of requirements to ensure connectability and workability of the solution or innovation. All your business, test, project, and technical information should plug into the requirements traceability hierarchy…..another blog post hey? Oh and the presentation does not mean powerpoint, most good Business Analysts want to present diagrams or working prototypes based on the requirement statements.

Information Integration with a Social Business Analyst

5. Talk business and tech languages and dialects

Yes we speak that foreign language called “techie”, but we do speak a special dialect of “techie” called “biz techie”. Yes that is right we understand how technology makes businesses work and how businesses make technology work. I do believe this is probably most crucial part of being apart of the social media team. Majority of the execution of the social media\business plan and strategy will be done through technologies or technologies will be apart of most of the activities. Business Analysts can quickly and effectively put together the tools and processes necessary for social media execution and operationalization for long term success.

The Social Business Analyst

The Social Business Analyst

So there you have it the blasphemic reasons why you need to really start looking at this role, skill, and people with the Business Analyst title to be apart of your social media\business team. Now a word of warning some folks are walking around with just the t-shirt that says they are a Business Analyst. It is a little like me wearing a professional baseball teams uniform and calling myself a professional baseball player.

So what do you think sound advice or blasphemy? Need to hire or heresy? Leave a comment and let me know what you think!

 

  • Keith, This is more than a business case for analysts to be part of the social media team. It’s a case for the Business Analyst to be a critical stakeholder in the Brand/Business Strategy period. My mission is to purposefully unite HR, Marketing, PR, Comms to work together toward shared goals rather than allow the 100 silo approach to continue to rot away at cultures. The Business Analyst is officially included!

    I would love to take this conversation further with you offline. You have a passion for your work that’s rare.

    I’d also like to thank you for commenting on my post. If you hadn’t, we wouldn’t have connected and I am now your #1 fan (if there’s room up there).

    Charee

    • Wow why thank you for adding me to the Silo Breakers Crew! I really enjoyed your post and looking forward to connecting via another channel called the phone! Yes some might not believe but I still know how to use the phone……We can connect on Friday DM me the number at which you would like me to call you.

      Oh by the way there is plenty room up there! I have become your biggest fan with your approach to having organizational unit collaborate on common set social goals to make the business and customers full optimized for success!

  • Sabrina

    Hi Keith,
    I like your post. Even though I have a passion for social media and I my role includes business analyst aspects I have never connected the dots and identified why there is such a natural fit between social media and being a business analyst- thank you for making the (obvious) connection.
    Sabrina

    • I am glad I could help. What was it about the post that made the connection? This will help me focus a discussion around this topic! What types of work work does your role execute? Maybe I could learn about potentially more connection to enrich the conversation even further? Thank you stopping by and commenting I really appreciate the feedback!

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