Let's Jump into the Social Media Pool

Your social media options are limitless these days. Trying to make the right decision is overwhelming. Is there nothing more frustrating than putting time and energy into something to find out you took a wrong turn?

There are risk-takers who will jump into the deep end of the social media pool. They may spend a lot of time just trying to stay afloat and, most of them, will eventually swim. Once they jump in they will immediately become overwhelmed and take on water. They will feel like they are drowning and never see the light of day again.

There are middle-grounders who check out the depth of the pool and slide in just about the five foot mark so they are not in over their head. One step to the left and they are in the deep end so they spend their time just trying to keep their head above water.

Then there are the beginners. They dip their toes in. Once they are comfortable with getting wet, they will start in the shallow end and form a plan to move into deeper waters. Not every decision they make will be the right one but they will still have a goal in mind.

Diving into social media is very similar.

Many companies are jumping in the deep end without a strategy. Their efforts appear to have a shotgun approach. If something sticks, it must be working.

Other companies are seeking middle ground. They have put some thought into it but are still trying to figure out what works and what doesn't.

Start with a social media strategy. Get all of your team members on the same page. Make sure all understand your goals and are working as a cohesive group toward them. Don't be afraid to ask for advice or say you don't know. Social media is moving so fast, it is impossible to keep up.

I would love to hear from you about how your company has moved into the social media arena. I think the stories are all a part of the day at the pool.

Recap of My Recent Presentation to Meeting Professionals

I was the co-presenter (with Cynthia Moxley) for a social media 101 session at the recent industry day event of the Meeting Professionals International Tennessee Chapter and the East Tennessee Meeting Professionals. After reading an article in USA Today just prior to the presentation, we decided to change the format to be very informal and all about the CONVERSATION. Novel idea, eh?

A presentation had been prepared (you can find it on my Facebook SlideShare page) and it was projected on the screen but we didn't follow the script. Instead we just let the attendees start the conversation. If something could be illustrated via the slide show, we simply clicked through until what was needed was found.

Some of the things that were discussed:

• The vast majority of customer feedback is positive but the negatives are being referred to as "a tidal wave of whispers."
• If you do not have a social media presence, someone else will make one for you. It might not always be positive.
• For an organization to have a positive social media experience, goals must be defined, social media outlets must be updated on a frequent basis, and all who are involved must have a commitment to answer questions/concerns.
• Negative comments are not always a bad thing. It is all in how you address them.
• Utilize your Facebook events tab to promote your meetings and generate buzz.
• The hashtag is probably the single-most successful (and necessary) item to promote your events using Twitter.
• If your organization is involved in a volatile issue, be prepared to make honest statements and treat detractors with respect. (See previous blog entry regarding Nestle.)
• Be careful what you put out there via social media, especially with your personal information. Potential employers, criminals and friends-of-friends are watching.
  

Revisiting a Previous Blog Post

Remember a few weeks ago when I said that some businesses might have a volatile topic and might want to re-think the social media angle? Nestle is well on it's way to being a case study for how NOT to participate in social media. NESTLE FACEBOOK PAGE

The issue is their use of palm oil. It seems they are cutting down the forests and it threatens the orangutan population. Their canned response appears to be greenwashing and they have taken a militant tactic of deleting "fans" who post against them.

Nestle doesn't understand the very basis of social media, which is communicating. Having a dialogue. It's just not happening with them.

Are All Businesses Social Media-Worthy?

I was recently contacted by a hobby dog breeder who was thinking of adding social media to her marketing efforts. Halfway through the meeting it occurred to me that social media might do her business more harm than good. We met around the time of the Westminster Kennel Club Dog Show, who had their share of PETA supporters in the audience, and that probably helped shape her ultimate decision. If your business has what I would call “organized detractors,” you should devote serious time to considering the consequences.

Many consumers know that airlines and hotels have pricing structures based on supply and demand and most understand how and why that works. But doesn’t it bother you just a little that the person sitting next to you on the airplane may have paid a fraction of what you did? If your business has a product that is offered at one price and at another price under different circumstances, your business not be social media-worthy.

Another business owner is thinking of retiring and closing her business within 18-24 months. The business is a franchise and cannot be sold to another individual. Realistically, by the time the synergy of social media starts to reach saturation, the owner would be dreaming of sandy beaches and sunshine.

Maybe social media isn’t for your business. To quote your mother, “Just because everyone else is doing it, doesn’t mean you should.”