Being Social Ain’t Cheesy
The marketing and media pundits say that the talk about social media has turned from “what” to “how”.
Integrating social into your business is more than knowing how to set up a Facebook or Twitter account.
It’s the building of a culture of collaboration and engagement with all stakeholders in your company; clients, employees, partners and suppliers.
Before building a strategy, it’s good to know where we’re starting. So as the song goes, “let’s start at the beginning, a very good place to start”.
1. Can you handle the truth?
Are you open to hearing what your clients and team have to say about you? And, even more importantly, are you able to respond quickly?
Managing critical feedback is one of the most cited reasons why companies hesitant embracing social collaboration.
If you’re not open to engagement, you’re closed to success.
One of the greatest benefits of new media is the ability to hear what is being said about you (and your competitors) and having the ability to respond instantaneously with a thank you or an apology.
Implicate yourself into the online conversation. This isn’t corporate espionage – it’s conversation.
Start by listening. Find something you have in common then participate by adding something of value to the conversation. And I don’t mean two dollars off a rump roast.
Answer a question, give some feedback, post a photo or share a link to a great article.
2. Is your staff social?
We’re not just talking the obvious here; waiter, front desk, receptionist, salespeople.
Everyone in the company is in marketing. They all contribute to the product or service you provide that will directly impact on your ability to “wow” your client – or not.
If you’re team runs to the back of the house when a client enters or if they bitch about someone who left a negative comment on receipt, it’s time to check out the potential of social media for hiring “social” people. The Now Revolution (affiliate) is a good place to start.
Once you have this team in place, set up your social policies. Establish your values by designating rules about privacy, etiquette and content. Then give them the liberty to become company ambassadors and not just staff.
3. Is your company human?
The photo on your Twitter account or LinkedIn page, is it your logo or your face?
People are much more willing to interact with a face than a facsimile. If you have multiple accounts, use the actual photo of the person handling the account. The brand name can be featured under it so that everyone will know that he or she is representing your company.
Example: I used to patronize this small cheese shop in the neighbourhood. Every Saturday morning, I’d walk in, be greeted with a smile and be told by Frank, who was always behind the counter, what great cheese discoveries awaited me.
One of the things I liked most was that while we waited in line, we were treated to samples. This gave those waiting a great excuse to chat with others about not only cheeses but small talk in general.
Consequently, I raved about this shop to my friends. I never thought to mention Frank’s name in particular because for me, he was the shop.
One Saturday morning I walked in and Frank wasn’t there. After waiting in line (without samples) I asked the new face behind the counter where “Frank” was. The response was as brusque as the service.
“He doesn’t work here anymore, What would you like?”
No one knew what happened to Frank, but it was obvious that his enthusiastic service was dictated by his own personality and not store policy. I returned a couple more Saturdays after that but was met with the same indifference each time. Needless to say, they lost my patronage and recommendations.
We’re more than consumers.
Social media has given us the ability to speak up and control not just our message but what messages we are willing to consume.
For Frank at the cheese shop, business was more than the exchange of money for services, it was an opportunity to build a community of “fans” who found a place to share their interest in fine cheeses and who, whether they needed cheese that week or not, returned to the shop because they got more for their dollars than, well, cheese.
It’s your turn. Do you feel social media has matured past the “what is it” stage?
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I work with you to help you integrate social media into your life and business.
