This morning I’m talking with a roomful of business owners about social media — what it is, *why* it is, and what it means for their businesses and organizations.
It’s a crash course, and they’re coming in with a range of backgrounds and experiences. But they’re all motivated to learn, because they see that the business landscape is shifting and they don’t want to be lost.
I asked the group what their key questions are. Here’s what they said:
- How do people find the time to do this? Do employees handle these tasks, or is there a way to integrate it into a busy schedule?
- I’m not afraid of social media, but I’m not sure how to learn it. What’s the place to start?
- Social media creates so much volatility, with people reacting and overreacting so fast. How can a business cope with that volatility?
- Hw does social media fit into our overall marketing and media mix?
I have my thoughts on answers, but there are surely many different ways to approach these questions.
How would you advise this group?
Good leaders surround themselves with people who can fill in the gaps of their expertise. I focus on new media and social media on behalf of The Art Institute. So at my office I have learned these tools to become an asset. It took me a few years to really come into social media and understand how it works. There are a lot of good people who have helped me along the way as well.
I would start with a few tools if I were starting over. Keeping it simple to sites like facebook and either twitter or flicker. Get used to how other users interact and use the site and when you feel comfortable move on. Don’t worry about feeling overwhelmed because there are a lot of sites out there.
The third question goes back to planning and PR preparedness, in my opinion. You should not be asking yourself what to do as a crisis is happening. Create a plan in advance and stick to it. If you are in a position where this is a serious concern and you don’t have public relations/ communications staff to help with these issues, get some. Or do it yourself. Depending on the size of your business this issue maybe more or less critical. But going back to basics (even before social media) and making sure you have a crisis plan is the way to go.
I always remind my coworkers that social media is a list of tools to be used in the right situations. Knowing your target audience and how they are using these tools to connect with each other and you is the key. Having a twitter account just for the sake of having one isn’t a good idea. Using twitter to engage with a target demographic to meet strategic goals is a great reason.
Hope that helps.
How do people find the time to do this? Do employees handle these tasks, or is there a way to integrate it into a busy schedule?
Social media is part of my job, so it’s easier for me to integrate it into my day than most. It’s true that you get out of social media what you put in. Mobile devices such as Blackberry and iPhone make the tools more accessible and readily available, but also make it possible to drive yourself crazy with constant checking. A good schedule for starters is “breakfast, lunch and dinner” or, as frequently as you brush your teeth. It’s almost like a welcome break in the day, and not too overwhelming. You can build from there as needed. It’s how I got started! 🙂
For an EXCELLENT example of a CEO doing great social media work himself, Google Bob Fish, CEO of Michigan’s Biggby Coffee. Follow him on Twitter at @BiggbyBob, and see what you find on his career. He’s not only a spectacular guy, he really “gets” social media, and how to make it work for him and his company. CEOs/CIOs nationwide could learn many valuable lessons from him.
I’m not afraid of social media, but I’m not sure how to learn it. What’s the place to start?
Just play around with the tools and meet other people who use them. Don’t just jump in and start trying to sell people right away, rather make friends who have been successful, and have them teach you their tricks. In taking this approach I’ve met so many wonderful people, and have really become part of a community that wants to see its members succeed. Those who have jumped in with “HAVE I GOT A HOUSE/DEAL/BUSINESS PLAN FOR YOU!” are smiled and nodded at, and gently nudged to the edges of the crowd. Just “be” don’t “push.” There’s a weird sort of natural flow to the social media scene, no matter how crazy that sounds. Go with the flow.
Social media creates so much volatility, with people reacting and overreacting so fast. How can a business cope with that volatility?
I wonder if this question was asked with the advent of the telegraph? The telephone? I visualize this question as a cyclical one. Businesses certainly have to be more nimble now, in the information age. The best advice is to know your company and know your values. If you’re true to your mission then you’ll be ready to respond to these overreactions with solid information. In a sea of volatility, people look to leadership to provide more than slick PR, they look for stability. Don’t provide words or a hip but empty marketing campaign. Know the company, stick to the mission and respond to the volatility with preparedness. It’s like a wet blanket on the fires of insanity. 🙂
How does social media fit into our overall marketing and media mix?
Every marketing and media mix differs greatly, making this question very tricky to answer. Social media/marketing fits differently everywhere.
In terms of finding the time to do social media, I think the most important thing is to understand that it IS time consuming and that coming at it in a half-hearted manner can only backfire. Avoid “convenience” tools like auto-tweeters or having your Twitter updates automatically update your Facebook status. It looks lazy and it turns people off.
Social media has the POTENTIAL to create volatility, but done right it actually acts as a deterrent to volatility by allowing you to take control of your brand and manage what people are saying about you. It is, however, impossible to please all of the people all of the time. There are always going to be those who have a problem with you, your brand or your products, but social media allows you to address those concerns head-on, as they appear. And, by creating a brand people believe in, you might be surprised by how often other customers step up in your defense.
How and where social media fall in the marketing mix is going to vary by company and by culture. But, it can’t be ignored. There are those who have said MySpace was a fad, Facebook is a fad, Twitter is a fad, and to an extent they’re right, but social media is NOT a fad, and when you fall behind, it becomes nearly impossible to catch up. Each new fad brings legacies from the previous. If you’re not participating now, you won’t be prepared to participated in the future.