3 Times When Social Media Isn’t Right For You.

I’m a gigantic social media fan, but I can never automatically recommend everyone be on social media. True, I could analyze a company from a brand perspective and I’ll invariably recommend social media channels for them. But as I dig deeper, I come to realize that there are a few cases that it’s not right for. Less because it isn’t right for their brand or because their audience isn’t living on any social media channels, more because their internal culture just flat-out isn’t ready for it or isn’t fully behind it when they do decide to go down that path. I’ll give you some examples:

1. “I’m afraid of what people will say about us.”
If your customer service sucks, it’s going to get talked about whether you like it or not. So you might as well create a centralized place where you can funnel these thoughts from customers and respond to them accordingly. The beauty of social media is that it causes you to take a deeper look at your operation and see where there might be cracks in your service offerings. News Flash: We all make mistakes. Still, an overriding culture of fear or lack of understanding of social media tools can lead to overreaction – “Someone said something bad about us! Take down the Facebook Page before the CEO sees it!” Well, maybe you should just sit social media out for a while until you’re prepared to be honest with your organization’s shortcomings. Again, we all have weak points. If you don’t want to address those weak points, there’s an issue there that you’re glossing over. And the more you do ignore it, the more people will talk about that issue online in various places anyway.

2.  100% broadcasting rather than interacting.
I actually wrote a post about how the Cubs and White Sox in their Twitter streams were doing this within a monitored period of 72-hours – broadcasting almost entirely about themselves and not interacting with their fans on Twitter. Seriously, you’re telling me that nobody behind a computer in either of these front offices can ask daily questions of their fans and then respond to those questions? Come on!

The point here is that companies who want to exclusively post without any kind of interaction with their customer and prospect base are essentially just advertising to people. There’s nothing wrong with sharing all the pertinent news of your company with the outside world, but doing that without demonstrating any type of care for understanding their thoughts, wants, needs and questions is defeating the purpose of why they call it SOCIAL media. There are many other options to consider along an advertising or PR route if you want to go that way instead.

3. Expecting it to do everything while you do nothing.
Well, I just did some posts. Why isn’t my phone ringing?
Because you’re expecting Facebook to run your business instead of you. What phone calls are you making? What events are you attending? What appointments are you setting up? What prospecting are you doing (which you can partly do through social media among other things, by the way)?

If you’re in sales, then be in sales and sell. Social media can shine a light on your authority in wonderful ways but it can’t make up for a complete lack of sales initiative on your part. I’m not the world’s greatest salesperson, but I’d be kidding myself if I thought I didn’t need to press the flesh with real people as opposed to being behind a laptop all day. It’s when they have met me and then gone online to learn more (or perhaps done this in advance of the meeting – even better), that some solid credibility is hopefully built. If you don’t know how to get out there into the world or you’re timid about it, you’re not alone. Lots of people are not natural-born salespeople or networkers, yet strive to get better at it. Just don’t hide behind social media channels and then blame them for the weaknesses you’re not willing to address either.

Honesty. Transparency. Strong internal and external communication. Willingness to admit when things go wrong and a demonstration of what they’re doing to fix them. Taking action instead of merely planning and giving speeches. These are some of  the areas that can propel a company forward. It’s the companies that want to appear perfect, robotic and transmitting vs. conversing that probably want to take a long look at themselves before plunging into social media.

Fortunately, I’m finding those kinds of companies that have yet to understand the reality that they employ human beings and not robots are fewer and farther between. Innovation by its very nature is to say that what you did before was not as good as what you are doing today. So if we can be honest that we are getting better than we were before in product/service development, why can’t we be honest about how we’re striving to get better in other areas of the company? I think that’s a positive, rapport-building story waiting to be told with an audience. Not run away from.

How has your culture shifted from a closed loop to a more open style to your benefit? Share it! Or do you see challenges due to your industry that you’re not sure if you’re ready to be “social”? Let’s talk about them here if you’re comfortable sharing.

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