Hi, it’s Erika again.
I’ll be chiming in once a week to talk about what’s happening over at my side of the office. This past week I had the opportunity to meet with two companies who are each considering a social media strategy. One is planning to expand and would like to use the social networks to create interest in the new communities. The other is a new company at that initial stage of defining their brand. In both meetings, I heard basically this:
I know people are out there on Twitter, but I’m not. I don’t get it. What are they talking about?
I’m going to say something controversial here. Wait for it . . . . .
Not EVERYONE is on Twitter. Ahhh, that felt good. Oh, and not everyone is on Facebook either. Yep, I said it and it’s true. I mean, a lot of people are. The thing is that these business owners know that their customers are using these platforms. That’s why they’re talking to us. But just because they know they’re out there doesn’t mean that they “get it”. And that’s totally ok.
A big part of what we do is educate businesses on the value of social media, what tone/content is appropriate for which platform, the most effective ways of listening and monitoring, then creating a plan (with calendar!) for publishing content. We also help you write your social media policy because ultimately, one of your next questions will be:
If we let an employee represent the company, how do we control what they say?
That may be another post for another day, but in a nutshell, you don’t want to completely control what they say because then it wouldn’t feel authentic. The purpose of having a policy is to set parameters, but the voice should be, and sound like a real person. They should be out there on the social networks following businesses and individuals who they can tweet back and forth with. This person could be an entry level associate. If they are passionate about your company, people will hear that in their tone.
So I’m excited about both of these companies. As we move forward, I’ll share some stories about the process (with their approval, of course). Was there a paradigm shift? Do they see the benefits of social media rather than the amazing time wasting capabilities? Or did they become social media addicts? I sort of doubt it, but I am looking forward to the new start. I’ll keep you posted.
Sounds like a great series! As an social media strategist-in-training (mostly volunteering with some nonprofits I support), I am looking forward to reading how you describe their adoption process.
Thanks, Tony! I’ll be sure to keep you posted.