Social media it appears, is panacea for all the image ailments the world was suffering from.
At least, the thought now is this : Jump on to the social media jungle and there lies the magic wand to all your public relations and media challenges.
Does your organization think that way?
A sheer presence online is NOT the only ingredient to craft a winning social presence… well, a fact that is conveniently missed by most of us who are turned on by the thought of a social media presence.
The two key ingredients, the CRUCIAL ONES for your organization to have a working and winning social presence are
- a commitment from the top leadership to a meaningful and credible social presence,
- more importantly, an openness to conversations – conversations that could shake the belief system of your organization, just in case you always have been a company sans internal and external dialog.
On conversations – today, social media presence/management is not about just having a presence on the twitters and facebooks of the world.
The fundamental social media fallacy is to make an assumption that with the presence, you can keep thrusting your products, services and key people thoughts on the target audience. We all think social is an opportunity for ‘uninterrupted monologue’.
An online presence is just a starting point of the unending social journey. The drivers of this media, the audience and external stakeholders – are there not to just hear to what you say – a whole lot of people are there only to have a dialog, understand better, get their points of view heard, and have their real needs and problems addressed in a jiffy – the world out there needs instant answers and not your sermons on how things are good.
So, if your social presence can take part in such an ongoing 24/7 conversation, and at the same time leverage your products and services for a business goal, then you may have a winner in the long term.
If you are not open, and your company would love a monologue, be assured that you will not gain much in this game.
And now to the even more important one – for this to happen, for you to be a willing party to ongoing conversations in this space, the top leadership of the organization you represent MUST be committed to a long term strategy, that is full of such conversations, filled in with a willingness to meet the needs to those in a discussion with you.
So, are you ready to get to the social bandwagon? Think and engage, else do better things!
- New York Times Outage Reinforces Need for a Social Presence in a Crisis (marketingprofs.com)
- Email Marketing Plus Social Media Equals Astronomical Reach (ereleases.com)
- Social Business: Shifting Out of First Gear (is415uab.wordpress.com)
- Brand Presence: How To Choose Where To Be On Social Media (embargozone.com)