Social Media Is Not a Life Raft

If it's a company that closely guards its secrets and the company mentality is that any form of opening represents a leak, an interface to society via any form of social media would keep them jittery and make them nervous. This could essentially lead to tightening of the noose that might be kept around anything to do with the social media interface. That would present serious loss of benefits from whatever the idea it is that the company was trying to achieve.

When it comes to social media, companies have to realize that the rules and results are essentially determined by the people.

Is social media most appropriate for companies that have a lot of direct consumer contact? What about a client that really wants to do this? As a responsible service provider, you need to be prepared to tell a client that's not the way to go. But what if they're insistent? I'm interested in this as we have a client that wants to go the social media route. They work with a lot of entrepreneurs and have a lot of employees, so it has some applications. But we've also had to tell them that not everything fits. Again, the timing on this column is almost scary.

If it can have an impact or provide information to their customers, stakeholders or competitors. "A Presence" is better than "No Presence!"

Every company, church, non-profit can and should use should social media to some degree... the key is self awareness of the potential results and recognition that they are vastly different for every organization.

If someone needs to vet everything your Community Manager posts or tweets, stay away from social media.

If you're only considering social as a rep management tool (ie using your Twitter, Facebook, Yelp pages to crowd out [insertbrandhere]sucks.com) don't bother with social media. You're just going to make things harder on yourself.

If the person advocating social as a strategy can't give you five reasons why.

Nice post and I agree with that sentiment. I think social media is best described using Doc Searls, "its a conversation stupid" paradigm. It is about being at the global cocktail party where all your customers and potential customers are at. Either stand in the corner and do nothing, or dive in and talk with, back, and to your peeps. If you don't talk with them, they will certainly talk "about" you, and that won't always be helpful. Bullet proof brands with "back turned" loyalty were the conversation stays the same when you leave the room are rare finds.

It's about the content and the product... not social media.

Social media is just a term thrown like flimsy cellophane in an attempt to package and encapsulate a concept. I saw @bud_caddell Tweet the other day something to the effect of "isn't social media a redundant term?" That's so correct. Companies, and now this new crop of consultants are treating social media as the panacea to all business ails. As if having a Twitter account and a Facebook business profile are going to make you better at what you do.

If Twitter or Friendfeed or Facebook or Vimeo (ad naseum) are right for your company / clients, by all means, help build out social profiles and accounts. I am a firm believer in making sure that my companies and clients are connected into the network as a baseline approach.

The real deal though is fostering the idea of relationships and connecting with your customers, fans, peers, etc. That should be the real impetus and catalyst for interaction. Get involved in the conversations around your sphere of expertise, knowledge and experience, whether you're a company, an artist, or just some guy named Moe.

I'm inclined to agree with Scott, though, there are some outposts that it never hurts to establish.

Sean, I think the best thing to do is show the client what DOES fit for them any why what they want to do doesn't. Give them an alternative.

Amen brother - this isn't a cure all. All businessess need to ask themselves these questions:

You are putting a hook out there to catch and promote conversations. Is that the medium you'd like to have them?

How prevalent is SM use among your customer base? Or in your market in general?.

How sensitive are you to negative "stuff" out there?

Is your product or service good enough to withstand a possible onslaught of negativity?

What are your current "traditional" conversation avenues and how are they working?

Lastly, does the company and all of its management truly understand the SM medium, and how to "speak" in it?

That's my take - I look forward to the conversation here!

Regards,
Terry

Unless a company is ready to be transparent about their business/service, and ready to hear the truth about how they are viewed in the "open market", they should be careful with what types of Social Media that they move forward with.

I am reminded of the Christmas show, "Put one step in front of the other........."
You can't just go all in, you have to truly plan, starting small and growing, allowing for changes in strategies dependent upon where your community wants to take your offerings. Being flexible is really key
Mike

I would tend to disagree with the thought that social media isn't for everyone. The more appropriate scenario is to determine in what capacity is social media useful to a company.

If you are dealing with a large corporation, then having entire departments of people Twittering their fingers to the bone could lead to mis-information and ultimately be of detriment. On the other hand, a single voice, such as Scott Monty @ Ford could prove to be very worthwhile.

Companies need to be able to grow and adapt to a changing customer. If Joe Consumer is up to his eyes in Social Media than companies should be looking for appropriate ways to leverage this new trend.

Chris,
In the spirit of Socratic dialogue, I'll ask this question... Can a company avoid social media? Assuming, for the sake of argument, that it is evident that your company and its products or services will be discussed over social media, what are your options? Can you elect not to participate? Or, should we ask another question like "How should a company engage in social media, proactively, reactively, or otherwise depending on the situation?"
-Dan
Twitter @danblake
CourseMax Blog

Small companies may not need to try social media services such as Twitter or Friendfeed, at least if they want to stay small. It's good for brand management, but it's not necessary especially if your brand isn't very popular.

Also, if the community of a company isn't using social media to find out more about that particular company, then the company doesn't need it either. This only applies if the company isn't trying to expand (once again). Social media could be an untapped market for more customers for some companies. It could be more drama for others.

I agree with quite a few of the points raised so far, social media tools are great, and I think a lot of organizations need to have these tools in place (as a defensive measure if nothing else to protect their brand from cybersquatters (look at Yes Men/Dow Chemical for an example)) But I try to integrate these tools into a larger communications plan if they are needed beyond this.

I try to look at the culture of the organization and its decision makers. If they aren't willing to be open and honest about talking with their audiences instead of dictating the messages from "on high" then social media might not be for them (command and control model vs. more open platform). Social media use might be more of an attitude than of just the tools used.

1) Does your business revolve around customer service?
2) If so, does your company really want to help customers on the web and not in the current portal?

A business can use social media, like Twitter, to "watch & listen" to what consumers and individuals are saying about their product, service, company. They can also use it to strengthen ties and open up communication with vendors, parnters, and potential customers.

A potential customer could ask on the web, "Has anyone used 'XYZ' Company's services??"

If the business was watching, they'd jump on the opportunity to answer questions first hand, or point them to a testimonial (or real person that has used their services).

Agreed that not every business can use social media the same way. All depends on how the business is currently run today. And what changes may come in the future for that business. It's chance.

I hear two different conversations taking place as a result of what you wrote:
1. Social media isn't the ultimate solution for organizations; it's multi-part and can only do so much for you
2. Sometimes companies don't need social media to meet business goals

Item #1 I'm completely in agreement with. If you intended to make point #2, then I have to disagree. While social media may not be a complete solution, it's certainly not optional.

What do you think about this analogy? Social media as fire extinguishers. Every building (or company) has to have them. There are times when an extinguisher can put a fire out and other times when it can't. In the end, it does more harm than good if the fire extinguisher isn't there in the first place.

Social media has nothing to do with Facebook or Myspace. Those are simply networks that help people connect. Social media is "human communication via the web." (Human = real people).

Most of the time you should ignore your customers because the goal is to get your customers talking to other customers. OR, potentially new customers.

So, the checklist:
1. Are our customers on the web?
2. Are they talking?
3. Who are they talking too?
4. What are they saying? (e.g. this means you're listening)

Be quick to listen! Slow to speak.

@d_rey (twitter)

social media isn't for the org/company, it is for the end user. to the extent that it is a valuable asset for the org/comp, depends on how valuable the end user determines the connection to products/services of the org/comp. normally this is a difficult thing to determine and this is where social media steps in for the org/comp, as an analytical framework for determining interest/perception as well as a feedback mechanisms that allows many to many communication. social media as a barometer, if nothing else, is quite valuable for every organization.

It's easy to get bogged down in all the options and applications when thinking how to use social media for business. Ironically, social media has delivered us back to simpler times. Remember the days when business owners really knew their customers? When they talked with their clients? Popped their heads out the shop door to holler “hello” whenever a valued customer passed by? Well, main street USA is back, virtually speaking.

Sure, the degree of anonymity makes it easier for customers to throw flames. But, the principle of talking with, rather than at, customers is the foundation of good business.

Dan raises an excellent point -- I think we should challenge ourselves as strategists to say how best can we use the tools to participate in two way conversations with customers rather than to shut the doors and drop the blinds.

I think it is short sighted and not seeing it as a tool rather than a spoke that there actually are some professions and businesses that are not helped by social media. The temptation can actually hurt the product. There are times especially in a creative environment when social media (and anyone who has been through the development process at a studio where people feel the need to "p@#s on the rock" for a variety of reasons will be there to tell you collaboration and interactivity need to be tempered by awareness of the possibility of harm to clarity or vision and purpose"

It's great to have social media...but in 90% of cases it is a tool (fire extinguisher)...but the best tool does not replace the crumbling or poorly made house. ... and if you can't afford the house... listen ... It's good to have an extinguisher ...but I think what Chris is saying perhaps is the extinguisher does not fireproof your house.

If a company wants to build their brand online - They Need Social Media

If their are online conversations about a particular company - They Need Social Media

If a company is not investing time and money in their web presence - They don't need Social Media (well maybe they do, but what's the point)

Hi Chris,

Social media is about trust and empowerment. If companies trust their employees to do the right thing, (and why wouldn't they if they hired them, pay them, reward them, promote them and treat them well,) then social media is a totally fit.

Agree, has to be done in the right manner. First see if there is a channel that you can reach with customers, if so, then this may work. Otherwise, concentrate on other angles.

I think that more and more, the localized businesses will start to use social media to spread the word in their area. Whether it is a restaurant, clothing shop, or mom and pop retail store, social networks can help draw attention and create real brand awareness. If it is in the budget, a more localized web atmosphere allows for business owners of this type and size to connect to more people than they would otherwise have the chance to. And since utilizing social media costs little more than some time, it is a viable channel for small business to try out.

For the sake of debate, I would suggest that at present there do exist occasions when the lack of a social media strategy is borderline acceptable. The goal of organisational participation in the social media is to create an ongoing dialogue with the customer. If the customer genuinely isn't involved with the social media though, it makes more sense to invest these efforts elsewhere for now.

We are living in age when the Internet (and social media for that matter) is still in it's relative infancy. Whilst current adoption rates are huge, at present they are not total. Whilst it would be naive to suggest that their exist demographic segments entirely averse to the Internet, it is undeniable that certain groups are significantly less likely to engage therein. Within those target audiences where Internet usage is already incredibly low, the number of users engaging in social media platforms is likely to be lower still. If your organisation specifically targets one such segment, then the effort involved in implementing a social media strategy could almost certainly be better spent elsewhere; for example, in targeting the channels that these customers do actively engage in.

Admittedly, this will change as Internet adoption becomes even more widespread. For now though, I do honestly believe there exist rare occasions when the creation of a social media strategy is inappropriate. Listen to your customers. If they are using the social media then a social media strategy is an absolute imperative. If on the other hand customers aren't using the social media, focus your efforts on those platforms which the customers are using; but bare in mind that a social media strategy will almost certain become an imperative sooner or later.

TLR

Zach I think you are dead on the money...it is not about size of the company (we actually have brought in both National and Local advertisers and buyers into our content...and believe the local network infrastructure will be as important as the national buyers). In fact we believe local is going to be more important for social media than national where it is for branding and marketing but on local (and our focus for them) is purchase activation.

The problem is when people do not see the specifics of what social media is a tool for...and just because you have it does not mean you are using it correctly for your needs.

It has to fit the culture and brand of the company. Are you truly open or not? Do you trust your employees to share what they really think? If your DNA is to "control the message and polish before sharing" or your execs naturally fear what might happen if people disagree, then don't do it. The easiest test and first sign that it's wrong for your company is if social media is presented as a "trend we must capitalize on" as a bullet point on a power point slide during a recent company meeting. Run and hide. This isn't a marketing/sales campaign. It's a set of communication tools. If you're genuinely interested in people's opinions, want feedback (good and bad) and have an honest point of view on something relevant to people, then jump in. But the #1 rule is transparency, people will sniff that out immediately if you're not.

My checklist for implementing social media for a client:
_ Are they new to market or are they introducing something new (product or feature)?
_ Have they failed or are struggling communicating to the end-user or customer?
_ Is the company or client willing to answer to tough questons and objections?
_ Is there a spokesperson or expert that is available daily to communicate with the customer?
_ Does the company or client fully comprehend the concept of being "transparent"?
_ Are you willing to stick to the Rule of 3 (so as to not dip into too many social media pools)?

Companies that are not ready for social media think that creating a "character" for their product will drive more attention no matter what your business entails.. and they do like, like above mentions, because "every one else is" -- I agree, it has to make sense for you and your product!

Amen. So many times I hear 'we need to be doing X because so and so is doing x' with absolutely no strategic reason why. If I'm brought a 'we have to do this' pitch I always throw back 'why? what problem is that solving and for whom?'. Works every time. :)

I agree, social media is not for everyone. I see a lot that resonates with me. I'll restate one point here:

"If someone needs to vet everything your Community Manager posts or tweets, stay away from social media." - Jeff Stolarcyk
This is so true. In the world of social media things go stale fast. If things are not acted upon say goodbye to user trust, recognition and your reputation (which is what you were trying to build, right?).

If your company has no history of transparency, is not ready for transparency: stay away from social media.

So if you go against the above advise and decide to proceed, still without a paddle (and plan), you're really just setting yourself up for failure.

Before we begin a relationship with any enterprise client in social media - before even getting into questions about developing their social media strategy - we ask them three questions which will qualify or disqualify them as someone we want to work with:
1. Does management have a sincere commitment to facilitating in-house participation? If the company doesn't have the in-house resources or isn't interested in developing them so participation is ongoing and sincere then we tell them they're wasting their time. Yes, there are companies that want somebody to come in and produce content for them and have minimal involvement. Not a prescription for success in our opinion anyway.
2. What is your motivation for entering the social media space? If it's only to market and sell we tell them - wrong vehicle. If it's to build more trust, transparency, and credibility with customers then it's the right vehicle.
3. Are you willing to commit to this long term, like from now until you no longer need greater trust, transparency, and credibility with your customers? If they're looking for a short term, quick fix to increase sales - once again, wrong vehicle. If they understand it takes time to sow seeds of trust, transparency, and credibility and that the harvest will come at a time and place that may surprise them, right vehicle.
Other than those questions we take a look at the brand, it's products, and/or services, it's current customer base and their use of social media and in most cases find some application of social web engagement that could benefit them on some level, even if not for new sales.

In line with your set up here Chris, I'm beginning to think more and more that there are a number of different service businesses forming in the Social space: i) Online PR Agencies (like us) that use this stuff to generate noise / awareness ii) Social Media Consultancies that help people change business / comms processes and Digital / SEO firms that practice Social for the greater God of Google.... Their consulting processes are all different, although they all need a little of ii)... and because they're different the result is much debate about the true worth of Social Media....... Some of the comments here reflect this. So - my answer to your Q is I guess it depends who you are and what you're driving at

chris I love the comments on "having to build trust with your customers"

lol

sorry to everyone but bringing more communication and transparency DOES NOT mean more trust necessarily...what it can mean is more drama and if people aren't preparing customers for that...and that they will need the tools and skills to be able to deal with that ...to get the trust etc...

This is just everyone saying "invest in real estate" when they don't understand what drives the market and overvalued neighborhoods... ...in 2005. If a company invest a ton of dough (dough that could be better spent on target marketing more efficient technical infrastructure...or that extra office person that can catch them up on paperwork and would actually be able to organize the office itself) all in social media thinking that is the evolution be all and all cure...because "that is where everything is at" and they listen to someone say "if you need or want your customers to trust you..."

they are in for a hard turn.

Social media is effective- IF-there is latitude to do what needs to be done strategy wise for a corporation. There are what i call "hitler types" that want to control every aspect of what goes out in the social media arena and the power of the vehicle diminishes when there is little leverage to make that happen effectively .Some freedom is critical for the SM practicioners. Most of the fortune 500 companies have jumped on the SM bandwagon, but many do not know how to play the instruments. Givng your people some lead way to do what they need to do to create an effective SM strategy is imperative. Many do not do that. Transparency is critical- and that scares lot of managers to death. Rocking Hot post as always Chris!

Here are a few tips I ALWAYS follow:

1. Can they truly afford to take the risk of a social media campaign
2. Do they have the authority to take the risk and not feel the wrath of a superior should it not meet expectations.
3. Speaking of expectations, what specifically do they expect?
4. What can we look to for leverege with what they already have? email lists, members, events etc.

This is a great question to ask our community of experts at inSocialMedia.com

I think you make an excellent point regarding social media not being a salvation for a company. I think some businesses think they're going to hop into social media and suddenly drive revenue and positive community in the same way that some of the successful case stories have. It doesn't happen like that. It takes strategy and a lot of time to become one of those case stories. Even with those successes, they don't *only* rest on social media. It is one of the tools that they utilize successfully.

As far as your question about when a company should try social media....I think all companies should be involved. Every company from a large Fortune 100 company down to the small steakhouse in a small town in Massachusetts ;-). All companies need to be thinking about developing strategy, creating content, listening and exploring social media as a way to reach their prospective and current customers.

1. Will the entire company "buy-in" to the social media effort?
(Should each part of the business be involved?)
(Why should each department feel they have 'skin in the game'?)

2. Does the business have realistic expectations and identifiable goals?
(Promoting a product, looking for instant sales vs. deepening customer relationships via 'Cafe Shaped Conversations' that lead to long term loyalty)

3. How can our business develop two-way communications?
(Sharing Flip Mino video recorders for customers/partners to create video? Empowering customers to promote contests with our products...)

Social media might not be a life raft, but it's definitely a must. I can't think about any business that couldn't benefit from going social (media) - when done right.

Companies should be out there getting a grip on it's being said about them. And if there's nothing out there, then start the conversation.

It's highly amusing, and also incredibly frustrating, to hear accomplished business professionals claim that they simply DO NOT HAVE TIME for social media. Do they REALLY need it, they ask? They haven't needed it before! They are MUCH too busy to devote time to a communications vehicle that is, as far as they are concerned, an unproven method within the business arena, particularly where their industry is concerned . . .whether it is architecture, jewelry making, or even the latest unbeliever, a SOFTWARE COMPANY! I know! Crazy, right? They think, "Ok, if I try this, my sales are supposed to EXPLODE!"

Given the amount of information available on all of these networks, feeders, blog apps, widgets, etc. I think they are just overwhelmed and don't know where or how to start. even when they understand the WHY. They are willing to pay a consultant, but there are so many of us out here scrambling to open the eyes of Marketing Managers to entrepreneurs to CIOs to CMOs to CEOs, if given the opportunity.

Sometimes they feel they can try it on their own first and then they fail to make the most effective use of their time, (like the consultant who told me Twitter was useless and overwhelming for her, but had never heard of Tweetdeck . . . insert eyeroll here, hers!!) or they take a chance with someone who claimed to know what to do with Social Media and Networking just because they have been working in marketing for years.

These old media marketers then either denigrate, or otherwise minimize the potential success of an ongoing communications campaign that includes Social Media, or they promise the moon with it. Either way, expectations must be managed realistically, markets must be analyzed as well as the tools to use, and a strategy must be developed. Then the tactics must be executed to further those objectives. That said many people just jump in and then go from there once they wade around a bit and assess the temperature of the water.

I tweet about social media, mostly networking, and other random topics and post similarly to my Facebook and LinkedIn. I am @pinedaferet if you want to follow me on Twitter.

Great post Chris -

I think you need a social media strategy map that plays nice with your organization's marketing plan.

http://beth.typepad.com/beths_blog/2009/01/crea...

Social Media is not a life raft, nor a boat, but can it be a paddle?
Many businesses are in a fullblown identity crisis when it comes to using social media. They wonder or agonize how to speak on social media platforms using the company voice, from the company identity. When viewed from this angle, social media often doesn't makes sense because the concept of the collective "company" as accepted in mass media and marketing is not the identity that should be given voice.
If we look behind the facade, go past the storefront, we see what's inside any company. People. The simple truth is, people do business with people, not with technologies, complex organization structures, corporations or brands. Businesses struggling with how to use social media would do well to dip an oar in the water by equipping a few employees with the autonomy and guidance to give voice in a transparent, human environment where people talk to people. There's simply no substitute for directly listening in to your market and customers. How transparent you decide to make your business in that context is then up to you.

I think that social media can be more than just the myspace's or twitter's of the world. It can create a new added dimension of a product. If people like the product enough, then the social part just makes it better. Look at youtube which allows people to comment on videos but also reply with their own videos. Now thats one step beyond....

Great comments. Great post.

Checklist questions...
1) Who is my audience? Not a checklist question, I know. But you know how important it is to keep asking that question.
2) Is my audience online? If so, where?
3) Will my audience respond to a new, personalized form of communication?
4) Can I reduce costs by communication through social media?
5) Can I expose my business to a new set of consumers if I utilize social media?

damn stop the world i wanna get off - isn't this life raft earth - must have taken wrong turn and got on the wrong vehicle - the question is - what is the question will somebody please tell me what social media is or isn't or when it or i grow up i wanna become a fireman who puts out fires - maybe that is what social media social communications is = you trust the fireman - "trust" - building trust - food for thought

Hi Chris,

That's a good question. For me, it's when a company wants to focus more on building a more engaging dialogue with your customers. It doesn't matter what product or service they provide. If a company is really keen on taking their customer relationship platform to a whole other level then learning how best to utilize certain social media tools are the way to go.

The comment about, ".. humanizing the web" struck me funny. At first I thought, "The web was NEVER human to begin with." Then I thought a bit, and remembered the good ol days on Geocities chat (before they partnered with Yahoo). I enjoyed interacting with the people on the different rooms and truly it was a great time. Twitter, facebook etc . .. remind me of that, only they've taken the chat platform totally to another level.

Oh, it's also not just about adapting a social media tool for your business and then expect sales, revenue and brand presence to increase. Not at all. That should really be a RESULT of the kind of relationships you build with your customers THROUGH the use of these social media tools.

Increase in sales, revenue and brand presence should be, obviously the gauge of how well your company is doing, however, the approach is now different. The increase would be now tied into the level of *human'ness* a company has towards its customers.

Thanks for the opportunity to put my .05 cents worth! (no longer 2 cents - thanks ecnomomy!)

This post rang a bell with me, as I am always wondering if I am the only person in the social media/blogging world who is not surrounded by other social media people.
All my contacts on Twitter are people I have never met in real life. I have met none of the bloggers I read daily in real life. I work at a Chamber of Commerce - great! Though my member companies are all old school production companies which have never heard of social media, and don't even see a need for a web-site as their customers are not online. Basically, what I am saying is that in the right environment social media must be great. But for me working in an international and intercultural environment, I have never ever been able to use it for other than an interesting read.

I'm a little late on this one so I'll be brief (I'll add my thoughts later in a follow up post and link-back)...

If you have a bad business, a blog isn't going to help you. It sounds harsh, but it's true. Just "having" a blog isn't the solution. There's a whole slew of work and strategy that goes into making it "work" for you. If you're not willing to put in the time, forget it.

Almost everyone in "Social Media circles" seems to feel Social Media is necessary for most, if not all companies. I believe most companies can benefit through using Social Media, but like with most things there needs to be some major market force to initiate them asking the right questions about how they should be using this new medium. Those forces include loss of market share, increased competition, rapid innovation and other critical market forces. Which all goes back to strategy. In Canada at least, I don't think it's an accident that many of the large corps have no or limited interest in Social Media.They are probably not even reading blogs, because their IT systems don't allow it. It doesn't matter how much Social Media practitioners preach the gospel of Social Media about relationships... ;) unless the company is forward-looking and looking to lead rather than keep the status quo it's falling on deaf ears. No competition = equals complacency (anyone who uses telco and other essential services in CA will know what I mean). Enter competition and suddenly making a business case for Social Media will become that much easier. Btw, I am referring mostly to those companies who aren't even agonizing. I am always optimistic that things can/will change. Maybe. The current economic climate has certainly got some companies more interested. But as long as they are going to spend money on it, you will need to prove a business case with analytics and figures to get attention.

One last thing to @peter efland... being on Social media networks can give one the impression that everyone understands what it's about and instinctively knows they should use it. Nothing could be further from the truth. I go to corporate and SB networking meetings and many business people I talk to initially do not understand what SM is or have a very limited understanding. So I have to start at their level and build up. That means asking lots of questions.

@NickyJameson - I agree.
However, I am always wondering if social media is really something that these capital good industrial companies need.
It might be that customers find their business more transparent if they set up a blog. But most likely their customers have never heard of a blog.
And Twitter? forget it.
Do you know these types of companies which have one secretary printing out all emails to the directors for later review?
In my opinion they are un-reachable.

Of course not all companies are like this. But I'm daily in contact with 60-70 companies and I hear it time after time.

So what does that mean? Is social media only for brands, lifestyle products and end consumer product companies? ... I don't know... does anyone know of non-brand capital good companies in social media?

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