In a nutshell if you are the CEO of your company, you might think you have better things to do that tweet or post to Facebook. Quite frankly, I’m not sure I disagree.
However, there is certainly something to be said for Richard Branson’s (Virgin) commitment to social media, along with the ever so popular Tony Hsieh (Zappos) approach to connecting with their customers through their personal accounts. If you’ve ever seen one of the speak, they you might understand why social media is a natural extension for them.
Yet if it’s not in your skill set to be up close and personal with 1,000,000 of your closest friends you’ve never met, then I can see how you might have the inclination to have someone “speak on your behalf”. In my opinion, this should be avoided at all costs.
Bringing on an intern to do social media on behalf might seem like the most economical way to manage your time and resources, unless you consider the potential backlash of a mere 140 characters which can blow up your billion dollar brand up in seconds.
If you wouldn’t hand your TV campaign off to a kid fresh out of college with no more knowledge of brand management than a year in a classroom on the topic, you might want to really reconsider using this as the base for your online social media strategy.
On top of all that, you’re missing out on a tremendous opportunity to actually stop looking at Nielson reports and internal market research to see for yourself the sentiment your brand evokes.
Does one disgruntled customer warrant your time? Perhaps not.
Unless of course they have 100,000 people who are influenced by them.
Finding a clear balance between best use of time, your personality to connect and the chance to tap into the collective for insights only a visionary could glean from trends taking place in your niche, is key to optimizing the Social Media Revolution for your brand.
Naveen Jain, Founder & CEO, Intelius, makes a compelling argument at the Huffington Post with 5 solid reasons you should find your own way and style to connect with your customers online, transparently and authentically.
The online identity, or “o-dentity,” of your business can help or hinder its bottom line. Yet, too many executives fail to safeguard their company’s online reputation. If you allow disgruntled customers or bloggers with a grudge to speak out unhindered about your company, rest assured your competitors will pounce on this opportunity to spread the (negative) word. Following are the five most common mistakes top executives make regarding the management of their company’s o-dentity, and some advice on taking control to prevent a downward spiral.
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