As social media has evolved, so have the myths. Here are the top three fallacies that are widely prevalent in the corporate circles and if left unchallenged, these can do serious damage to your business and brand.
Every Company Should have a Blog
I’ve heard so many “experts” claim that every business needs a blog, so here’s a reality check for all blog advocates – corporate spin by any other name and in any format is still…corporate spin. Unless, the medium is used for what it’s intended, i.e. genuine dialogue/conversation with the readers, a blog is no more effective than a static web page. There are plenty of examples of really bad corporate blogs out there, which should be pulled down because the content is outdated and/or in many cases, it’s just a rehash of the company press releases.
Companies and “experts’ who are fixated on blogs are missing the point. At end of the day, this isn’t (and shouldn’t be) about bragging rights because your company has hundreds of blogs but rather focused on what really matters – meeting and even exceeding your customer needs.
It’s a fallacy that every company needs a blog, because what a company really needs is a medium to engage with and deliver value to its customer, regardless of format. It’s perfectly acceptable for companies to leverage forums, external social networks like Linkedin and Twitter to engage with their customer base rather than force them to read a badly written corporate blog post.
Listening is Critical in Social Media
I’ve said it before and here it is again, “listening” was not invented by social media experts and companies should be open to all feedback regardless of whether it originated in traditional media or social media. Customer feedback is critical to any company’s continued success and just because a customer emailed the feedback instead of tweeting it, shouldn’t make the feedback any less (or more) valuable.
Smart companies already had programs in place, to gather and route feedback from customers, prospects, influencers and other critical stakeholders, before the advent of the social media. Granted that enabling technologies for monitoring the social media landscape may be new(er) but without an overarching framework/plan for using all that customer data, the “listening” part is quite pointless.
Anyone can “do” Social Media
Just because anyone and their granny can update their Facebook status, doesn’t mean that anyone in the company can “do” social media. Engaging on a social network in the business setting requires people skills and the ability to communicate effectively (even under pressure) on a public forum. In addition, social media roles such as blogging require content creation skill sets like solid writing and subject matter expertise, so the blogger can add value to their readers.
Social media has evolved from random tweeting and blogging to a sophisticated medium that should be taken seriously because it has serious implications for your brand. Companies should staff their teams with the right talent rather than handing off social media to the first employee who signs up, because regardless of what the “experts” say, your customers deserve better.
Let me know if there are other myths you would add to this list.