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Debunking Social Media Myths
December 13, 2011
Hey CEOs: your company needs social media. Think not? Please read this!
I’m just going to come out and say it – your company without social media is like realtors without yard signs. It’s like the 11 o’clock news without cheesy teasers during your favorite prime-time shows (Parks and Rec and Modern Family for me).
Social media is a resource that is available – and much like these examples – there is no cost (other than employee time) for your company to have a presence.
If your company doesn’t have a social media presence, it may be because people in leadership positions have been coming up with excuses to push it to the back burner.
Some “concerns” I’ve heard include:
- “Well, it just doesn’t fit in my demographic (says businessman age 40-65), so I wouldn’t belong.”
- “I’m just concerned that if my company jumps on Facebook or Twitter, that people won’t listen to us.”
- “If we had a presence, I wouldn’t know what to post.”
- “Isn’t social media really just playing around online?”
- “What we have been doing from a marketing perspective for the last several decades works for us, so there’s really no need to jump into social media.”
- “Can’t people just say whatever they want about you online? I don’t want to be a part of that.”
Now, I’m not trying to bash anyone. At some level, these concerns are worth looking at. But after thinking about things logically, you’ll see that they’re nothing but excuses for why time hasn’t been spent manifesting and cultivating a strong social media presence.
So, for now, I’m simply going to run through the list above and knock them off one-by-one…
- Do some research – I mean, simply Google “Twitter Demographics.” You’ll find that Twitter was created for business – not for celebrities to complain about not being able to play Words with Friends on an airplane, or complain about Penn State coach Joe Paterno being fired – and the other stuff it gets publicized for. You’ll also find that a miniscule percentage of Twitter users are below age 25. High school kids and don’t tweet – unless their much older teachers make them. As for Facebook, it’s basically the same. More than ever, mothers, fathers and grandparents post pictures of their children and families. Top level executives of companies and even beloved educational institutions kill spare time by playing Farmville on Facebook. Twitter was created FOR BUSINESS, and Facebook (who was started for College undergrads) has catered to businesses since 2007 by improving it’s “Pages” features and functionality as well as implementing Facebook Ads.
- It’s not necessarily about people listening to you. Yes, you’d like to have 50,000 Twitter followers eventually (we can help you get there), who all hang on your every word. However, social media is as much about listening and cultivating very real relationships as it is about broadcasting a message to the masses. It’s also about improving your Search Engine Optimization (SEO) through building a strong link reputation. Why? So people can find your company on Google. I’m talking Page 1 – not Page 9.
- So you’re telling me that when you pick up the phone to talk to a prospective or current client, you don’t know what to say? You’re telling me that when you get asked a question by a client or partner, you just say “I don’t know, sorry.” Come on. Think logically, man. Social media is a way for your company to “drop knowledge.” What makes you unique? I mean for real unique – not a company line or mission statement unique. Those are all the same. If you met someone at a cocktail party, and they said they were interested in becoming a client of your business – what would you tell them? Taking it a step further – why are you better than your competitors? What do you do that they don’t. There has to be something (hopefully many things), otherwise you haven’t or won’t be around very long. Yep, talk about that stuff.
- Isn’t taking a client out golfing really just playing golf? Isn’t sending an Omaha Steaks gift package or dinner gift card really just sending a gift. Isn’t a sales call really just driving up to someone’s front door unannounced and hoping they’re not only at the office, but actually available to speak to you at the random time you show up. Social media is great because again, it doesn’t cost any money – unlike golf or fancy thank you gifts. Also – it’s much less intrusive than any other more “traditional” way of doing business. Remember, people will follow you if they want, and they’ll unfollow or un-like you if they want. You are not spamming them. You’re perfectly targeting them where they are, where they want to be, and when they want to see you. If you’re not there, they are wondering why – trust me.
- Wrong. Nothing anyone has been doing for the last several decades is working anymore. Ask Borders, Blockbuster, and the big three auto manufacturers. If everything you’ve been doing from a marketing perspective has been working, shouldn’t you be retired by now sipping drinks on the beach?
- Yes, yes, yes they can. Which is even more of a reason for you to have a presence, so you can see what others say, and respond. But also to be proactive. That’s the best crisis strategy. Ignore them, and people will only bash you – not only for doing what you initially did to tick them off, but also because you’re too lazy to even have a social media presence and respond.
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Paul Hickey
Atiba News
