Twenty years ago, the concept of social media would have made me laugh.
Today, I owe my job at Contrast Creative to LinkedIn, I’ve grown as a writer through my personal blog, and the only way I interact with some friends who live far away is through Liking Facebook posts of their cow-costumed children whom I’ve never even met. Just the other day, I found a long-lost cousin and exchanged messages through social media.
But at some point, social media became untethered from its immature reputation on college campuses and among bored homebodies. Businesses recognized the advantages of having a social media presence and the ability to engineer their own online stories.
Social media in the business world is both an opportunity and a challenge. Stodgy, buttoned-up companies now have a platform for more casual interactions with clients and employees, but the casual nature of the Internet world brings its own issues: less seasoned employees may become the social media “face” of the company, un-edited tidbits could get plastered to sites before approval, and posts may lack a corporate tone… the equivalent of wearing Hawaiian shorts to a black-tie event.
Moreover, many, if not most, companies today do not have a dedicated social media manager; the joy and irritation factor of tweeting and Facebook-posting often fall on a marketing manager with an already full-to-bursting job jar.
But if companies manage their social media sites with specific goals in mind, the results can help others gain a better understanding of your company’s personality, strengths and accomplishments.
From Contrast Creative’s website, blog posts, Facebook page and tweets, visitors can view our recent videos and commercials, learn that we are a dog-friendly workplace, find out about our employees’ charitable work and even win company t-shirts. Before clients ever walk through our doors, they can see everything from our playful Vine and Instagram videos to serious corporate videos with heart.
When we advise our clients on social media strategy, we research their online presence, the tone they want to strike with consumers and other businesses and the success (or failure) or their past efforts. As we map out a plan, we aim for consistency and ongoing engagement across platforms.
So, how can you get social media to work for you?
Videos. Short videos can be used to great effect, whether they are posted on the company’s website and referenced on Twitter or more casually posted on a business Facebook page. If your CEO has just competed in an Ironman triathlon, or a team from your workplace helps build homes through Habitat for Humanity, clips from these experiences help showcase the amazing, driven, caring personalities assembled within your company.
LinkedIn. If you are a thought leader or expert in a certain subject, LinkedIn offers many opportunities to share information with colleagues. LinkedIn groups exist for almost any subject matter, and you can benefit either by leading a discussion or contributing to one.
Twitter. Business contacts who follow your company will be interested in any brief, newsy tidbits about your industry on Twitter. If your company is hiring, has just passed a new hurdle in research and development or has a local connection to an international trend, Twitter is a great tool for sharing small pieces of information or linking to news releases, studies or articles written about your specialized subject matter.
Blogs. I’m a big fan of blogs. If your office has a strong writer, capable of writing or ghost-writing engaging posts about your industry, blogs are a great way to showcase what your company does best. All over the world, even months or years later (if you manage the SEO well), people who search for information will find your posts. Which leads me to the next point…
24-7 and Forever. All over the world, even months or years later, people who search for information will find your posts. The Internet is a valuable tool. But we have all heard the scandals of politicians who text or tweet and then get caught. Of course, your corporate news releases, Twitter pages and videos about the making of organic pesticides don’t carry quite the same risk. But shoddy production value or a lack of strong proofreading skills on your end can reflect poorly on your company’s overall online profile.
The fun of social media is cultivating relationships with clients, colleagues and employees, and relationships are powerful. As you are planning your social media strategy, remember that all relationships worth cultivating take ongoing effort. Your continued vigilance and nurturing will reflect the true power of your brand.