3.4 What barriers exist when implementing Twitter for CDK Global?

EXISTING BARRIERS FOR IMPLEMENTATION

If the IT, marketing and support teams were to collaborate in order to keep the Twitter account updated and maintained, then this could cause a barrier. First of all, if there is a lack of regular communication, then the different teams would be building the social media sight around different designs and ideas. As well as this, certain teams may not finish their jobs as quickly, and the account could fall behind with updates due to certain milestones not being reached.

Data protection and security can cause a large barrier for social media. The Twitter account will need to be managed so that the settings are secure, and it is extremely difficult to take customers, employees, or potential customers and employees’ personal data. If this data is reached then it could be used against their rights. It is CDK’s initiative to protect personal information held about their company, customers and employees. There are also standards and social media guidelines within Twitter that will need to be complied with such as copyright, as this will not only effect the Twitter account, but it could affect the company legally if they are not abided by.

If CDK uses internal staff, then barriers to this approach may be the amount of knowledge or skills already in the house, and the level of staffing. If there is little staff to keep the Twitter account up to date and maintained, then customers may not be responded to efficiently. The account may also not post for a long period of time, making it look inactive. This could cause a dis-interest in the accounts Twitter social media page or company. The original IT, marketing and support teams within CDK already have a lot of day to day jobs to complete, so they would not be completely focused on the Twitter account, pages or private messages. If there is not the right skills, time or knowledge already in the house, then the account may look unprofessional and it might not serve its purpose. This could mean that extra investment may need to be placed into hosting the Twitter account.