Of all those entrepreneurs who over the years or months have made the jump to their companies within social networks, a good part of them, do not really believe in the potential of these tools. They are there driven by the force of the wave, or incited by consultants with rather few scruples.
However, these same agencies have not warned these companies that they are putting over them a backpack that now must be loaded and supported stoically, without having trained before to carry it effortlessly.
I recently wrote a half-truth, half-lie conversation, with an entrepreneur who fell into this trap.
The benefits of being in the right way, you have already read them in endless opportunities. But few tell you that not believing in what you do, or doing it wrong, can mean, in addition to a waste of time and money, a very big risk to your company and its public image.
Even at the risk of appearing untimely, I propose to leave you some advice that you analyze in a low voice, to know if your company is social enough to take the leap.
- It is as risky to “sell” a lot as not to sell anything: as always, the right balance is difficult to achieve, but you must understand that people are not within social networks to invade your space with your promos and self-promotion. However, if you have an offer that your followers can benefit from, it’s not bad to publish it. How much? You should be able to answer your common sense, but 9/1 is not a bad rule. Every 9 updates of interest, 1 related to your company.
- Have you done your simulation of a crisis? If the speed of social networks has not left you room for reflection, I recommend that sooner rather than later, take time to write down on a piece of paper, those mistakes that you know very well that you are committing. To each one of them, put in writing and in the most sincere way possible, an answer. In addition, you should ask yourself if each of these points has or will have a future solution. And why fall into this act of masochism? Because be sure that as soon as you open your profiles in social networks, someone will throw it in your face. And the worst thing that can happen to you is that you do not respond to that concern of your clients.
- Do not exaggerate : if you are an SME, taking your first steps in the networks, you do not have to be on ALL the platforms. It is enough that you make an analysis of where your target audience is and assign your resources to that network. Little by little, you can add other profiles and analyze their results to allocate more time to those that are more profitable.
- Monitor only what is useful: the good thing about activities on the Internet is that everything can be measured. And the bad thing about the Internet is exactly that. The amount of data that can be extracted from your actions on social networks is such that if you dedicate yourself to seeing them all, you will need 30-hour days. Set yourself some objectives and extract only the data that is useful to you to see if you are achieving those objectives. Everything else is noise.
- Integrate your best customer : Who is your best customer? Your employees Or at least, they should be. If you go through the networks declaring how “social” your company is, but then you have access blocked to the networks to your employees; something does not fit. You must establish a policy for the use of your private profiles, which can be integrated naturally, within the general objectives of the company and form a team. The perfect example of this is TwelpForce from Best Buy.
- Engage yourself directly : nothing you do is worth anything if you then delegate all responsibility to a community manager without support. You can have the best social media expert, but if you do not provide corporate support to be able to respond, and budget to act, nothing will work. As the owner of the company, you must be at the forefront of everything that is done on social networks. Nobody knows better than you the history and the objectives of your company.
- Do not try to be what you are not : what is obvious, is not it? However, we see companies every day showing on the networks, something that they do not even remotely represent in the real world. Beyond not respecting the true image of your company, you will promote the client to a sure disappointment, which will mean you, an almost certain crisis of reputation in the same networks where you have lied about your nature.
- Be patient : this is my most important advice. Now the desperation is to measure the ROI (return on investment) of each and every one of the actions in social networks. However, regardless of the economic return you can achieve with your presence, you must understand this as a paradigm shift, where what you are doing is changing the communication style. There are parameters of feeling and brand perception, which are impossible to measure in numbers.
In my lectures I always say that no matter how complicated they want to see you, to become an expert in social networks you only need three things: desire, common sense and good taste.
Do you have those three things? Ahead. Work with someone you trust to give you the basics to do it correctly, and everything else comes alone.