Are you tired of hearing that social media is a dinner party? As good an analogy as the dinner party is, it's insufficient to win the support of top executives on why they should or shouldn't engage in blogs, twitter, facebook, etc.
While sitting with a client, the topic once again came up of social media opening the company to criticism. And in one of those rare flashes of brilliance, it came to me.
Social Media for corporate clients is a doctor's office.
Here's your new pitch.
So if you go into a doctor's office and there is a Newsweek, and an Enquirer, which is being read? The answer is some people will still read the Enquirer, but the serious ones will pick up the Newsweek.
So if you want people to read more than gossip about your company, perhaps you should be providing them with something worth reading. You can't stop the gossip, but you can provide an alternative.
The analogy works because more and more people are online, and searching for information. Companies who hide, leave only the gossip on the table. The traditional corporate communications messaging is akin to drug pamphlets and questions about the common cold. You can only read so many pamphlets on PloVax before you reach for the Enquirer. And if you're not engaged, you're allowing your competitors to provide their news to your customers and clients.
People get their news online in a myriad of formats. Companies have a tremendous amount of intellectual capital in the minds of their employees, but they rarely find someone who can find that knowledge and broadcast it to the public. A good social media program doesn't replace corporate communications, but it does show the competence, passion, and interests of the people who work for that company. And given the chance, the people you are most interested in reaching, be their customers, future employees, or prospects, want to know more about you.
Give it to them, before someone who doesn't have your best interests in heart reaches them.
The traditional corporate communications messaging is akin to drug pamphlets and questions about the common cold. You can only read so many pamphlets on PloVax before you reach for the Enquirer. And if you're not engaged, you're allowing your competitors to provide their news to your customers and clients.
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The traditional corporate communications messaging is akin to drug pamphlets and questions about the common cold. You can only read so many pamphlets on PloVax before you reach for the Enquirer
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A good social media program doesn't replace corporate communications, but it does show the competence, passion, and interests of the people who work for that company
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The traditional corporate communications messaging is akin to drug pamphlets and questions about the common cold. You can only read so many pamphlets on PloVax before you reach for the Enquirer
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