March 4, 2009 120 Comments

Social Media Decision Tree

yes no

Should your company blog? – Yes, all companies should blog. No, your company might not be right for a blog because you want to moderate every comment, or because you don’t really have a goal for the blog, or because your customers just want to eat the hamburgers, not read about what you think.

Should your company be on Twitter? – Absolutely. It’s all about the conversation. No, it means that you’ll have to answer yet another social media phone that’s ringing, and you’re not doing a good job of it on other places you’ve tried, like Facebook and Bebo.

Should your company make YouTube videos? – You Bet! All the greatest things are being done there, like those blender guys. No, because you’re trying to stuff your TV commercials on YouTube and your webinars, and other content that’s as flat there as it is on your site.

The point is actually simple. Coming up with a one-size fits all strategy for dragging companies into social media is just goofy. I could give you another 20 yes answers and another 20 no answers for the way people look to use the tools, and the promises that others make.

It’s not all about the conversation. It’s not a matter of whether you get it or don’t. Like all things, it’s finding what works, building from a foundation, measuring progress, and adapting to new situations.

Pharma companies have to really weigh hard the decision to listen, because it comes with extra reporting requirements. Legal organizations can’t just dive in and blog, because they have to be wary of being seen as offering advice, or insinuating lawyer-client privilege. Marketers can’t just repost any old thing to YouTube, because they might not have the rights for various pieces of the creative.

Projects. Goals. Strategies. Measurement. It’s not all just “make something and something will happen over there.”

Fancy that, eh? What are you finding out that’s different than you originally thought?

Photo credit abhi

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  • http://www.ninetydaypowerplay.com Marvin “Coach” Powell

    I agree with you completely. So many people myself include have jumped in with both feet and misuse this opportunity. I’ve found a great way to go for quick information is the Q&A section of LinkedIn. You’d be surprised how many people are out there willing to help guide you through their success stories so that you’ll at least have an idea of what’s working for them and how. We can’t wait for the definitive book to come out nor can we afford the luxury of not getting in.

    Follow The Coach Powell revolution here http://twitter.com/CoachPowell

  • http://www.ninetydaypowerplay.com Marvin “Coach” Powell

    I agree with you completely. So many people myself include have jumped in with both feet and misuse this opportunity. I’ve found a great way to go for quick information is the Q&A section of LinkedIn. You’d be surprised how many people are out there willing to help guide you through their success stories so that you’ll at least have an idea of what’s working for them and how. We can’t wait for the definitive book to come out nor can we afford the luxury of not getting in.

    Follow The Coach Powell revolution here http://twitter.com/CoachPowell

  • http://twitter.com/franswaa frank

    Wow … this is a tough one. Sounds like you’ve been thinking deeper or learning some new things your self @chrisbrogan??

    I like what @PhilBaumann said up top. Companies need to know where they want to go, what they want to be, etc… and if social media fit’s into their plans then they should jump in. but if social media doesn’t fit into their plans they should leave it alone.

    I guess the trick is knowing if it fit’s into your plans (should or shouldn’t it?)

    Anyone have a good way to determine of a company/nonprofit should be using social media?

    http://twitter.com/franswaa

  • http://twitter.com/franswaa frank

    Wow … this is a tough one. Sounds like you’ve been thinking deeper or learning some new things your self @chrisbrogan??

    I like what @PhilBaumann said up top. Companies need to know where they want to go, what they want to be, etc… and if social media fit’s into their plans then they should jump in. but if social media doesn’t fit into their plans they should leave it alone.

    I guess the trick is knowing if it fit’s into your plans (should or shouldn’t it?)

    Anyone have a good way to determine of a company/nonprofit should be using social media?

    http://twitter.com/franswaa

  • http://america.gov Matt Herrick

    So, think before you act (or speak, or jump, or spray your sister with the hose)? I think I’ve heard that one before … from my mom … when I was two. It still holds true.

  • http://america.gov Matt Herrick

    So, think before you act (or speak, or jump, or spray your sister with the hose)? I think I’ve heard that one before … from my mom … when I was two. It still holds true.

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  • http://robert-strobel.com/ Rob Strobel

    Interesting discussion. Ok, I've just written a blog about the down sides to Social Media which can be found at http://robert-strobel.com.
    Have a read and tell me what you think of the reverse to the positive impact that social media has on business to the impact is has on personal interaction.
    I appreciate your thoughts.
    :o)

  • http://robert-strobel.com/ Rob Strobel

    Interesting discussion. Ok, I've just written a blog about the down sides to Social Media which can be found at http://robert-strobel.com.
    Have a read and tell me what you think of the reverse to the positive impact that social media has on business to the impact is has on personal interaction.
    I appreciate your thoughts.
    :o)

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  • http://twitter.com/aimee1986 Aimee Carmichael

    great post

  • http://twitter.com/aimee1986 Aimee Carmichael

    great post

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  • http://www.seooutsourcingshop.com SEO Outsourcing Company

    A good phrase to use with clients is: “Social media is not a silver bullet.” Make sure they aren’t looking to social media — or any set of tools or tactics, for that matter — as the one thing that will catapult them toward business success. That’s reckless.

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