Social “Risky” Business

Jumping on moving bandwagons can be risky business.   But in the business world, getting left behind can be fatal.    So, as the fire of social media sweeps the globe, businesses, business people, charities, academic institutions, churches, and virtually every quasi organized entity in the world today are beginning to recognize that the civilized world is perched on the front-end of a tangible shift in how we communicate from this point forward.

With any significant change in our technological and cultural paradigms, most of us are naturally inclined to do something proactive in an effort not be left behind.   Consequently, we are seeing businesses and business people spending significant amounts of money on social media platforms so that their marketplace, or constituency, will recognize them as being up-to-speed with current times.   “This Twitter thing is all the buzz today, from the Obama campaign to daily and weekly references in the Wall Street Journal.  We need to catch up or we are going to be left behind.”

Identifying a need to catch up is one thing.  Determining how to fulfill this need is something totally different.  Thus, clear direction in developing the appropriate response is essential to prevent the wasting of financial and human resources, a potentially detrimental consequence.

Social media owes its birth to the World Wide Web which has created an environment that allows and encourages people and businesses to converse every second of the day about every conceivable issue and concept.    Using social media tools and platforms, people and businesses elect how they are participating in this conversation.

Consider the cocktail party conversation that is already underway as you stand on the periphery looking for an appropriate and tactful way to jump in.   Barging in carelessly or inappropriately can create a bad impression that cannot be undone without tremendous effort.

On the flip side, understanding what the conversation is about and thoughtfully entering into the mix constructively can create positive impressions and, indeed, establish a platform for you to lead the course of the conversation.

Understanding social media in this way is helpful to individuals, businesses and other institutions who recognize that they can benefit from participating in the conversation as part of a marketing or public relations plan.    Having a solid game-plan that establishes well conceived parameters for how one will begin and how one will continually and responsibly participate in this conversation is essential.

How do you want to benefit from this effort?   Individuals using Facebook and/or Twitter may simply enjoy the social benefits of communicating to their constituency efficiently, whereas a business may want to monitor conversations about their services or products.  Perhaps brand reinforcement or establishing new sales opportunities may be the ultimate goal.  Knowing how to start and which tools to use is as much art as process.

A social media guide, or someone within your organization who can offer your feedback about your game plan, can help you determine how your participation (or the participation of key members of your organization) in social media will benefit you and/or your business.   Establishing these goals up -front as the foundation for a well conceived social media strategy will then ensure that your effort is well invested.

While establishing this game plan should be a priority for virtually any business today, jumping into the fray should be done with caution and care.   The conversation is already going on.  It has been for a long time and, while people may already be talking about you and/or your business out there, you should begin with good introduction plan which segues into a long term plan for administration.

Remember Social Media is based on relationships.  Care must be taken to nurture the relationship and to keep it fresh.  Trust is paramount and businesses must acknowledge and respect this fundamental truth.  Blatant and contrived sales pitches build distrust within your constituency.  People, wary and tired of spam and internet sales pitches, want you to respect their time.   A meaningful contribution to the conversation will be remembered.  So, rely on your strategy to thoughtfully maintain standards that establish you and/or your business as legitimate participants in the conversation.  No one wants to hear you talk about how great you are.   People will be more inclined to say good things about someone or something that contributes.

This viral thing is for real.  Be aware that by placing your business into this mix, you can be labeled either a Typhoid Mary or a helpful companion.  Be smart, make the productive choice and lean on the right people to help you as you enter this amazing new realm.

Jumping on moving bandwagons can be risky business.   But in the business world, getting left behind can be fatal.    So, as the fire of social media sweeps the globe, businesses, business people, charities, academic institutions, churches, and virtually every quasi organized entity in the world today are beginning to recognize that the civilized world is perched on the front-end of a tangible shift in how we communicate from this point forward.

With any significant change in our technological and cultural paradigms, most of us are naturally inclined to do something proactive in an effort not be left behind.   Consequently, we are seeing businesses and business people spending significant amounts of money on social media platforms so that their marketplace, or constituency, will recognize them as being up-to-speed with current times.   “This Twitter thing is all the buzz today, from the Obama campaign to daily and weekly references in the Wall Street Journal.  We need to catch up or we are going to be left behind.”

Identifying a need to catch up is one thing.  Determining how to fulfill this need is something totally different.  Thus, clear direction in developing the appropriate response is essential to prevent the wasting of financial and human resources, a potentially detrimental consequence.

Social media owes its birth to the World Wide Web which has created an environment that allows and encourages people and businesses to converse every second of the day about every conceivable issue and concept.    Using social media tools and platforms, people and businesses elect how they are participating in this conversation.

Consider the cocktail party conversation that is already underway as you stand on the periphery looking for an appropriate and tactful way to jump in.   Barging in carelessly or inappropriately can create a bad impression that cannot be undone without tremendous effort.

On the flip side, understanding what the conversation is about and thoughtfully entering into the mix constructively can create positive impressions and, indeed, establish a platform for you to lead the course of the conversation.

Understanding social media in this way is helpful to individuals, businesses and other institutions who recognize that they can benefit from participating in the conversation as part of a marketing or public relations plan.    Having a solid game-plan that establishes well conceived parameters for how one will begin and how one will continually and responsibly participate in this conversation is essential.

How do you want to benefit from this effort?   Individuals using Facebook and/or Twitter may simply enjoy the social benefits of communicating to their constituency efficiently, whereas a business may want to monitor conversations about their services or products.  Perhaps brand reinforcement or establishing new sales opportunities may be the ultimate goal.  Knowing how to start and which tools to use is as much art as process.

A social media guide, or someone within your organization who can offer your feedback about your game plan, can help you determine how your participation (or the participation of key members of your organization) in social media will benefit you and/or your business.   Establishing these goals up -front as the foundation for a well conceived social media strategy will then ensure that your effort is well invested.

While establishing this game plan should be a priority for virtually any business today, jumping into the fray should be done with caution and care.   The conversation is already going on.  It has been for a long time and, while people may already be talking about you and/or your business out there, you should begin with good introduction plan which segues into a long term plan for administration.

Remember Social Media is based on relationships.  Care must be taken to nurture the relationship and to keep it fresh.  Trust is paramount and businesses must acknowledge and respect this fundamental truth.  Blatant and contrived sales pitches build distrust within your constituency.  People, wary and tired of spam and internet sales pitches, want you to respect their time.   A meaningful contribution to the conversation will be remembered.  So, rely on your strategy to thoughtfully maintain standards that establish you and/or your business as legitimate participants in the conversation.  No one wants to hear you talk about how great you are.   People will be more inclined to say good things about someone or something that contributes.

This viral thing is for real.  Be aware that by placing your business into this mix, you can be labeled either a Typhoid Mary or a helpful companion.  Be smart, make the productive choice and lean on the right people to help you as you enter this amazing new realm.