You Define The Risks In Social Media
11/05/2007
A could have had conversation ..
"Isn't there a risk in entering into a social media strategy," They asked.
"What about? What if?" They asked.
"We want safeguard," They said.
"We need reassurance," They said.
"I respect your fears," Said I.
"Let's address some", Said I.
Hesitantly They nodded.
"I admire your courage to explore," Said I.
They gifted me with a nod and a smile.
I remembered what CK said about feeling comfortable.
Q1: How do you ensure the brand is not comprised through comments?
A: Develop comment guidelines or house rules that set expectations.
Moderate/filter prior to posting comments.
Q2: How do you measure ROI? How do you know if you succeed?
A: Develop a blog strategy that ties into accountability.
Success for a social media/blog strategy may not happen ‘as the crow flies.’ The route my be circular.
Q3: How do you ensure the brand is not compromised through the company's bloggers' posts?
A: Develop blogger guidelines and a blogger code of ethics. If the bloggers can help develop these all the better.
Invest in training bloggers and setting expectations. Bring bloggers in on the purpose/goal and /what is success.
Q4: Will we need to promote the blog/social media programs and how will they impact our current marketing strategy?
A: Yes. If you build it they will not come unless you tell them. Consider how your initiatives will either support/solve a marketing or operational challenge or strategy and then how it can dovetail into current and future tactics.
If you develop a blog commit to ensuring it is visible on the home page of your website and that there is a link placed on the main navigation bar.
Q5: What do we do if IT does not have time to be involved?
A: There are hosted solutions such as typepad.com. IT interface can be kept to a minimum such as adding links to the website to the blog .
Q6: Is it worth the additional time?
A: Identify anticipated benefits and how they will either support/solve a marketing or operational challenge or strategy.
Example: Your customer service reps time spend answering questions about how to send packages over seas. A blog post can expand a static FAQ page and provide feedback for specific questions that will be available in archives and part of your continuing knowledge base. time, people resources and $ saved.
Q7: Do you have the people resources needed?
A: Determine what your content direction will be; the roles and responsibilities of the people involved and track time.
Read Q6 answer
Q8: Can you afford the additional operational (software, hosting) expenses?
A: Hard cost is pennies .. the look and feel/design may up the price but that can be control.
Q9: What happens if your competitor is less risk adverse than you and steps into the space first?
A: You'll be second to market and have to play catch-up in your learnings.
Q10: How do you safeguard against getting "blown-up?"
A: Keep the social mantra top of mind: honesty, transparency, authenticity. Throw in a little passion too. Remember social media is simply a way to engage in conversations with your customers and prospects using a bit of technology and the internet. Expect differing opinions, questions and perhaps some challenges too.
Social media usually self-corrects if someone says something unfavorable that is not true frequently your brand champions will tell the other side of the story, giving the nay sayers less credibility. You can also join in and tell your side of the story.
Interesting article from iMedia article
