Social Media Reality Check

Let’s get real about the current hysterical … near orgasmic … hoopla over social media. While there are new tactical tools in this digital era, the concept of social media is nothing new.

Social Media Guru or Troglodyte

I’m writing about this angle of social media because I noted on Twitter what might be one of the most naïve pontifications yet about social media, quite possibly from one of those self-anointed “gurus.” It’s called, “28 reasons some companies aren’t using Social Media.” Such lists don’t show much depth of knowledge.

I will include the list of 28 later but first, let me just say a few words about social media.

“Social media” has made its way into today’s pop lexicon as another way of saying “engaging in conversations.” Some people think that to listen, have a conversation and to respond is a new concept, hence the excitement over social media. But, social media has been an established discipline of responsibly doing business for decades.

• It used to be that companies wrote letters back to customers who had questions.
• It used to be that people could actually get someone on the phone when they called with a question.
• It used to be that if you, a customer, had an issue or problem, you could get someone’s attention.

Then, all that changed. Technology and money were culprits …

As organization focus turned solely to profits, companies encased themselves in fortresses of voicemail (“press 7 if you want …”), form letters and unresponsive Web sites. Most companies, not-for-profits, NGOs and associations remain locked in that catatonic state to this day, sending a message of fear or hubris at the thought of interacting with customers or clients.

Because of today’s fierce competition and the recognition by a few smart organizations that they can achieve an edge over competition by simply listening and conversing with their audiences by using the online tools of the digital era, the rather old-fashioned concept of listening and conversations has been reborn as social media.

For any organization to hope for competitive awareness, they must stop promoting, pushing out marketing/PR materials and refrain from shouting for attention because no one is listening. No one is listening or paying attention.

We are doing business at a time when no one cares “about” you; they only care how they will benefit by your services or products. Therefore, companies need to narrow their focus and better identify their audiences.

Apple, for example, does not reach out to every tech reporter. They mainly cultivate David Pogue of the NYTimes and Walt Mossberg of the WSJ. It’s because Pogue and Mossberg are the opinion leaders. When Apple listens to, responds to and engages Pogue and Mossberg, they influence coverage that has the powerful viral effect of influencing vast numbers of other reporters because no one runs counter to Pogue and Mossberg.

Apple doesn’t send out press releases or blog or Twitter … they talk with these influencers and listen and respond to them. That’s the best kind of social media that a lot of other companies are clueless about. So, you see, it’s not all about being on Twitter or Facebook, it’s HOW you engage audiences effectively.

Please don’t take me wrongly … I’m excited by today’s reawakening to social media, fueled by all the online and digital tools at our fingertips. But, it’s more than just Twitter, Digg, Facebook and Stumble Upon. And, there’s more to engaging social media beyond simple lists.

The ISC Newsroom, for example, that was developed for Imperial Sugar Company by The News Group Net (of which I am a Partner) is phenomenally successful because does not push out the stereotypical PR and marketing crap. The newsroom is written in a journalistic style by journalists. There’s no PR lingo. The photos and video are news style, not commercial production style … and that is a huge difference. People believe a news style, and they are wary of generally predictable PR or marketing. There are no press releases because releases are today’s poorest way to get attention.

Yes, Imperial Sugar’s newsroom has all the bells and whistles of online social media but also it is presented in a balanced and transparent style, getting back to the tenets of credibility, engagement and trust between organizations and their audiences.

Now, for the silly and shallow “28 reasons some companies aren’t using Social Media:”

1. It is detrimental to employee productivity
2. It could damage the company’s reputation
3. Security risk
4. Fear of the unknown
5. We already have information overload
6. Don’t know enough about it
7. So much of what’s discussed online is shallow and we have real work to do
8. We don’t have the time or resources to contribute and moderate
9. Our customers don’t use it
10. Traditional media is still bigger, we will use Social Media when it is more mainstream
11. It doesn’t fit into current structures
12. No guaranteed results
13. The tools to measure and analyze Social Media aren’t mature enough yet
14. We are in B2B and who wants to hear about our boring product on a blog or twitter
15. We will lose control of our brand and image
16. Upper management won’t provide support
17. Waiting on ROI (return on investment) with facts and figures
18. We are afraid of making a mistake
19. Lack of experience
20. Ignorance
21. Unwilling to be transparent
22. Confusion
23. No money
24. No expertise
25. Lack of leadership
26. Terrified of feedback and truth
27. The “newness” of it, going to wait.
28. High degree of skepticism

God save us from such intellectual void.

I believe that the company and organization that can embrace both the time-honored methods of social media with today’s effective new online tools can achieve great value and win. There’s a lot more about this in “Making News in the Digital Era.”

Related posts:

1. Is Social Media a Mile Wide, Inch Deep?
2. Rules of Social Media
3. Are There Rules in Social Media?
4. Should Traditional Media Fear Its Social Sibling?
5. Social Media’s Extraordinary Leaders

Category: Featured, Social Media