Social Media: What Brands Needs to Know
October 1, 2009 7 Comments
By Kakie Fitzsimmons
In the early days of social media, it appeared to be something senior leadership approached with caution because the idea of putting control of a brand into the hands of consumers was a new way of thinking. I have had companies tell me:
- “Our legal department absolutely will not allow us to have a blog.“
- “Our legal department won’t condone letting our employees use Twitter.”
- “We are waiting to see what the rest of the industry is going to do.”
- “Oh yeah, that Twitter and Facebook thing, we’re all over that”
We all know that social media is so much larger than ‘that Twitter and Facebook thing.’ 🙂 If a company is going to put a plan in motion, the first place to start is with its employees. One great example is Best Buy, who did a great job with this by creating a #twelpforce. a.k.a @twelpforce They knew how to leverage their employees as listening agents to be on top of questions or issues that arise around electronics and their brand. This concept and quick response is redefining customer service, It is adding value to a brand beyond anything that money can buy. Companies are going to eventually get on the Social Media train and we will see that over the next couple of years. It has become the “buzz” at conferences and within companies. So where is the place to start? Here are a few tips.
Learn what social media is:
- Ongoing Conversation that is personal
- Something that puts humanity back into interactions
- A value add that gives people resources
- Something people want to share with their friends because it communicates what is meaningful to your brand
- A tool that can differentiate your brand from your competitors
Learn what social media is NOT:
- A place to come with a megaphone to say “Look at us! Here we are! Love us!”
- A place to get as many followers as you can, sacrificing quality
- What do we want social media to do for us?
- How do we want to use it?
- Which platforms make the most sense to use?
- Would we rather create a place where our consumers go so we can respond in a timely and meaningful way?
- Or do we want total control to be in the over 150 mainstream platforms that are out there?
- How will it impact our online reputation management strategy?