What to Consider When Your Company Is Ready for Social Media

So you’re thinking that it’s time to join the social networking scene, but you’re trying to wrap your mind around how updating a status on Facebook, re-tweeting a photo or joining LinkedIn can benefit your organization.

As with any communications, it is critical to understand the risks and benefits of this new technology. Regardless of which tool you use, whether it’s Facebook, Twitter, LinkedIn, a blog, YouTube or any of the other vehicles ready and waiting for your “face time,” it’s important to understand that social communities require you to be transparent and fully engaged in two-way dialogues and respond quicker than you ever did before. Sharing your message in this environment carries far greater risks to your credibility, so it’s crucial to set guidelines within your organization. Social media is becoming an integral part of communications to both promote and protect your organization’s message or brand. It can be useful in developing a deeper relationship with influencers, allowing your audience to feel more connected to you.

So, what should you consider once you’ve decided social media should be integrated into communications plan?


1. Put your ears to the groundFind out what is being said about your organization: the good, the bad or worse. The worst would be finding that someone has already created a group or page under your name. You may be shocked at how simple it is to put together a page or create a group. After scoping out the social networking universe, test it out and engage in the conversations, but be careful to make sure you understand the context of the conversation. You want to contribute, not get caught up in unnecessary chatter.

 2. Understand the cost

We often hear about the excitement of putting up a Facebook page or signing up for a Twitter account because, well, it’s free. But is it really? As an organization, it’s important that you control your message by proactively responding to and creating new content. This means someone will have to invest the time to create, manage and maintain your account. You’ll have to think of costs not in dollars but in staff time, which could add up to more than what you bargained for. So you must be prepared to invest time and money in the person who will be responsible for this work.

 

3. Get your hands dirty

Take the time to understand what you’re getting into and test drive your platform. There’s no better teacher than experience, so get to know the technology and the people using it to get a firm grasp on your overall communications strategy that is now expanding from the traditional media.

 

~Muriel

Photo: photoshopdaily.com