Vantagepoint

Cyber Socialization

by Rod Anderson

Having recently joined the ranks of parents with a teenager, I am hearing more frequently the reasons why it is so important for a 13-year-old to have a cell phone or a larger allowance or why they need to stay out late with friends. The answer is inevitably because everyone else has one or is doing it too.

I often hear the same logic, or lack thereof, when it comes to social media. Companies regularly seek our assistance with social media. But if we start asking about the reasons for their request, the answer often sounds like my teenage son: “Everyone else is doing it.”

One size does not fit all

The use of social media as a marketing tool has exploded in popularity. But too often companies jump in without questioning why they are doing it, what they want to contribute and what they hope to accomplish. Before you start asking whether you should set up a blog, a Twitter page, a Facebook account, a YouTube channel or any other social media component, you need to take a step back and see how social media fits into your company’s overall communications strategy.

Start by working with your public relations and marketing teams to go through a planning process similar to what you have done for other critical parts of your company’s development and evolution. Any social media tools you use must complement all of your other marketing tactics as part of an integrated marketing strategy.

Social media can be a powerful tool for creating revenue-generating opportunities, building brand awareness, establishing communities and improving customer service, but you need to research and determine which social media are most applicable to your audience. For example, consumer-facing businesses are more likely to benefit from using a number of different social media tools, while a B2B company might benefit more from strategically focusing on a corporate blog.

Know the rules of engagement

Another common mistake companies make when getting involved in social media is not understanding the protocols, rules or best practices. Let me highlight a few of the more critical ones:

• Be transparent. Do not disguise yourself as an unbiased participant. You likely will be uncovered and unable to establish trust in your online communities.


• Be a contributor. Do not treat social media as a promotional vehicle. Take the time to understand the communities in which you participate and contribute to them by solving users’ problems and providing information that offers value and is of interest to them.


• Be prepared to invest time and effort. There are countless examples of companies I have followed, subscribed to or became fans of only to never hear from them again. And even when I proactively go to their page, there is nothing posted to engage me or give me any reason to ever come back. This is one of the biggest reasons why social media initiatives fail. If resources are an issue, remember it is better to do one thing well than to do many things poorly.


• Be open to all customer interaction. Stay positive in your communications. If something negative is said about your company, resist the temptation to get defensive. Rather, take advantage of the opportunity to engage and interact with your customers to quickly resolve a negative experience through your customer service efforts.

Social media, when done right, provides a great avenue for interacting with existing and potential customers. By taking the time to develop a social media strategy, you can avoid the frustrations so many other companies are facing. Just as my son would stand a better chance of getting a cell phone by focusing on the benefits such as security, safety and peace of mind, a social media plan will be much more successful when you consider the essential elements that provide value to your business and to those with whom you communicate.

Rod Anderson is managing partner of SNG PR, a full-service, strategic public relations firm based in Draper. SNG PR and its staff of senior-only professionals specialize in business-to-business communications. For more information, e-mail rod.anderson@sng.com, call 801-208-1100 or visit www.sng.com.