Social Media is a Calculated Risk Between You & Your Team
When it comes to social media there are a million stories about the wonders and awe that this myriad of social networks brings to the business world. However, there are also some very real truths that small and medium-sized businesses should understand when it comes to the power of the Internet.
Just as it is with everything in the creation of a success, every business should leverage social media very carefully. There have been many posts speaking about the fact that some social media is actually creating negative customers.
Social media does provide one very important thing – the ability to be basically anonymous. With no guilt and no accountability, social media can create a bit of a ‘mob’ mentality if a social media/PR team is not being used to watch over websites and monitor negative customer comments 24/7 to protect the owner.
The recent ridiculousness of McDonald’s on Twitter created hugely negative stories that were shared by billions of readers. Of course, being that the company was McDonald’s, the actual fall-out from the stories wasn’t as detrimental as it would’ve been if the company was a virtual unknown.
Being a small to medium-sized business means you are building a name – a solid name with a solid reputation in the marketplace. And the risk of utilizing social media is not as horrific as the risk a business owner takes by choosing to not utilize social media in order to build a client list. The social media/PR team can literally be a solution for the owner who has a list of risks and worries already in his/her head.
It is a very real fact that brand negativity will occur, even if your business never logs into a Twitter or Facebook area. And even though there are negative people out there, social media has increased positive customer experiences online and off. This is one area that has given the consumer a real ‘attachment’ to the company. With solid websites and social media campaigns, the consumer is being brought into the company and actually listened to for the very first time. With positive feelings flowing, these happy clients use social media as a soapbox, and their voices amplify across the World Wide Web in support of your company.
A social media/PR team will sit down with their client and make sure they understand the fact that social media must be used in strategic, finely-tailored ways. If not, poor planning will combine with negativity and literally change the brand from a star to a nightmare.
Calculated risk is most definitely what your social media/PR team is looking at to increase your business. Building a strategy takes a great deal of time and careful attention, but you need one in order to succeed. Reading magazines, or getting the news off the actual television have gone the way of the do-do bird; Twitter and Facebook have taken over these areas all on their own. And now with Pinterest and Tumblr and Google+ and…you get the picture – social media is the main way that all people will see your product, or information about your company.
Social media is the calculated risk to building brand awareness. So when it comes time to choose that social media/PR team to work with you in order to increase brand awareness, just make sure to ask the right questions. “What are the actual risks?”; “What is the real reason why I must use social media?”; “What can happen if I don’t; if I stay away because of the ‘mob-mentality’ I may come across?”
Lastly, make sure before your campaign is launched, that the social media team you hire is reliable and knows exactly when to stop a negative situation from growing.