Christopher “Max” Seeley
The use of social media is becoming more and more prominent in the business world. It would be a struggle to find a company that doesn’t participate in social media in one way or another. Many entities have mastered the use of their media forums and are able generate positive results with their inclusion in business strategy. Unfortunately, many companies fundamentally fail at using social media for a plethora of reasons all falling under one category: Planning.
Companies are often fast to create accounts on social media forum sites such as Twitter and Facebook because of their size and popularity. Although this is a correct and necessary tactic, a lot of companies misuse the forums due to a lack of overall guidance and planning. An interesting article talking about some of the common mistakes companies make can be found here. In order to combat this, I have created a three-step analysis for companies to review when creating a social media account.
- What is the main purpose of the social media account?
Companies use social media very differently from each other due to their variances in business objectives. Many entities use accounts for different things such as promotions, information, sales, humor, etc. It is important that a company decides before hand what the primary use of the account will be. Companies often fail to provide consistency, which blurs the confines of their identity on the forum. Pick a motive and stick to it.
- Who will be controlling the social media account?
Creating accounts like Facebook and Twitter may seem like small additions, but they often carry a lot more weight and responsibility than the businesses give them credit for. The control of these accounts is a huge responsibility and randomly allocating these responsibilities to a person within the company could be detrimental to the organization. The person in control must have an aligned vision with what the company wants out of the social media forums and must be consistent in both voice and content with posts.
- What will interaction with customers be like?
The idea behind creating social media accounts is to increase interaction and transparency with and between customers. Different types of businesses require completely separate types of interaction in order to yield the most positive results. This is why the amount of “customer voice” allowed on the accounts should be planned and regulated before hand. There are many privacy options available with social media accounts, so customizing the layout and content available to visitors is a key aspect that must be decided before hand.
Although these three steps seem generic, they lay out the most basic foundational aspects of creating a social media account. Often, the demise of companies on social media forums are directly related to one of the three checkmarks above. Due to the speed and immediate access customers have to the forums, it only takes one mistake to create large problems. Proper planning and preparation can prevent these mistakes from ever happening. This Article talks a lot about companies planning their social media use correctly.