There hasn’t been this much hype about a new internet phenomenon since … I don’t know, maybe the dot-com bubble when everyone rushed out and changed their company name to “Something.com”, and had to hire an “Internet-specialist PR firm.” Right now “Social Media” is getting that same kind of attention. Will it live up to it? Should we all be jumping on the bandwagon?
If you’re reading this, you had to find it on a blog or posted on LinkedIn, and that means you’ve already bought into social media to some degree. And so have I. So the questions become: how important is it, how different is it from traditional forms of business communication, and do I need a specialist to guide me through it?
If social media is just a new set of communications tools (and I think it is), do we require experts and specialists in social media to navigate some brave new world? Or would it, rather, suffice or be even better to choose a communication specialist who actually understands your business and your industry and can then apply the new tools to augment your existing communications programs?
For some organizations, a person who might fit the bill would be the existing Communications Director, for others it might be their public relations firm. Whoever the designated person or team is, remember it’s about the content of what you are communicating, about understanding who and where your audience is, and about identifying the best social media tools for that communication.
Social media is not about the “how many” but rather it’s about the “who.” The B2B trades we all live with have always had (and still have) value because they reach qualified readers. They don’t have the same number of subscribers as generalist consumer publications because that’s not what it’s about. It’s about quality not quantity. The same holds true for B2B social media. So when looking at which social media tools to spend time on, look at who uses those tools.
Take LinkedIn for example. Many professional groups exist on LinkedIn. Some are very specific about “who” should be part of them. The Streaming Media group is obviously about Streaming Media, so you can pretty much rest assured that someone looking for the latest information on hot tubs is not actively participating in that group looking for content on hot tubs. However, the group does present an opportunity to engage with people interested in topics and debates surrounding streaming media. So if you are in the business of providing streaming media tools for example, this might be a great social media tool for you.
That is one example of identifying where you might find your “who.” Now how do you go about communicating with them? You can’t just post “my product is the greatest” and you definitely can’t spam the members with some promotional email. Do you get that twenty-something social media expert you just hired to start up some meaningful conversation in the group? Probably not, how would they know what is meaningful if they don’t understand your business or industry topics but rather only understand the social media tools you can use. An informed communications professional would know what to discuss.
Yes, there is a bit more to it than that. Yes, it would be better to have some real strategy as part of your social media efforts. Yes, it is important to monitor the social media ecosystem and keep on top of what is being said about you and your company etc. And yes, it should be part of your overall communication plans (I can go on…).
Yes, this is why I am making the case that in order to have those things and really have an impact on your communication, brand, and (ultimately) your sales efforts; you should use a communication professional rather than a self-proclaimed social media expert.
If you are overwhelmed by the thought of learning and using social media, you are not alone. It is shaking things up for a lot of us. It is time consuming to learn and even more time consuming to put into practice. The tools available are still evolving; the best practices are still being defined.
Just don’t think your answer to social media questions include hiring some 2.0 savvy person to Tweet for you or that you have to find a specialist Social Media Communication’s agency. It’s about the content, always has been, and probably always will be. All you need to do (if you don’t have someone already) is work with a person or company that understands your business, knows how and what messages will resonate with your customers, and can embrace the new tools social media brings.
If you’re still unsure… call me – I’ll talk you down from the ledge.
