Social media: Or how I taught people to stop worrying and love the SOCMED pt 2

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Social media is not everyone’s cup of tea. I know, I still find it hard to believe that people can sit down at the dinner table and simply eat it. I mean, what’s even the point if they don’t share it.

But you’ll find majority of people are just happy making a difference every day and not sharing it online. Crazy, right?

Well, in an organisation, it actually is crazy to not share everything you do.

Jump-On

Whilst it is very important to make a difference and to insight change, it is also VERY important to share with your public exactly WHAT you are doing. This keeps them happy, this keeps them engaged, and at times you’ll find this motivates them and insights even more change.

And that, right there is how I go changing the perception of people who aren’t completely in love with social media. I explain that.

And it’s 100% true.

Your audience loves what you do. One of the biggest grievances we’re faced with as a NFP organisation is explaining what we actually do for our member’s everyday. In the past there has been certain modesty in the workplace, which I think still exists in many organisations. Social media is your chance to show your members and your audience that you do a hell of a lot.

“As consumers experience this kind of engagement, the absence of some brands from social media becomes all the more conspicuous. Brands who do not engage can therefore alienate users and damage reputations through their absence.”[i]

There is no doubt that upper management works hard to be where they are. They may know it and you may know it, and social media is a great opportunity to get them excited about how they can share it with your audience. And most of the time, your audience will get excited about it too.

It also gives your organisation a chance to be a bit more colloquial with your audience. If, like us, you have a newsletter and often send formal emails you’ll know that not every one reads these formal documents. But social media is a way to ‘get with the kids’ if you will. You can be a bit more fun, casual and human.

Most upper management love this, they really do. But their fears comes from that instant feedback, which can be scary.

I mean, if someone is upset at your organisation they can take to social media and they can run your reputation through the mud!

But the thing about social media is that whether your organisation is up there or not- these haters (known as trolls in the online world) will do it anyway. But having your organisation online is a fantastic opportunity to publicly satisfy an unhappy customer, as well as monitor what is being said about your organisation.

This is a really exciting opportunity for upper management to get on board and publicly turnaround unhappy customers.

“Everyday consumers are liking and sharing your content, asking questions, leaving comments, and unfortunately sometimes complaining. You shouldn’t ignore any engagement on your social media profiles no matter how negative they might be. How else do you expect to repair your relationship.”[ii]

The take away message from these posts are:

  • Get your colleagues and your upper management excited about social media.
  • Their concerns are valid and need to be addressed.
  • Don’t be afraid to talk about the risks, but remember they are happening anyway and social media lets you monitor and interact with these issues.
  • Talk about the opportunities that come with social media.

Next week I’ll be writing about implementing a social media strategy.

[i] http://www.pria.com.au/priablog/the-importance-of-social-media-for-brands-in-the-pr-world-today

[ii] http://www.impactbnd.com/blog/social-media-marketing-the-importance-of-a-two-way-conversation

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