CAUTION!
Be Careful
With Your Online “Voice”
We have all been
warned everywhere (even on Dr. Phil!) that once something is on the internet it
is FOREVER.
The purpose of
this is not to support or negate that statement or belief.
What I feel important is to share with you is that dipping
your business’s toe in the Social Media pond: Facebook, Twitter, LinkedIn,
FourSquare, Pinterest, et al is not anything to be taken likely.
I recently heard
a presenter on Social Media at a seminar state two things to many non-Social Media
business users that made be scared for them a bit. They were:
·
Jump on in, the water is fine
·
Be sure to inject your personality into your postings
The reason this
concerned me for these eager business owners was that what was not expressed was that your business’s Social Media posting/s are a crucial part of your
branding. Importantly, what this, means is that it should have a planned
strategy, purpose, desired outcome, target, etc. - just like any other facet of your marketing
plan. Hopefully, you have a marketing plan, but if not, at a minimum, give thought
and planning into your online strategy before you just jump in the water. `And
if you don’t know where to start, get help. Personal help is best. Most books
are too vague for first-time toe dippers ;)
Many (especially
small businesses) are almost in a panic about not being in Social Media, but I
caution anyone to strategize or seek a marketing professional strategist to
examine your business, its target and your brand to help you incorporate Social
Media into your marketing mix. Don’t act on a whim and rush to get into it
because everyone is doing it and you
feel late to the ball.
Example Scenario of Why Not to Rush In
Without a Planned Voice and Brand Consistency:
A product
start up with an excellent offering and an owner/founder with a challenging
personality was not engaged in Social Media/Marketing in any way.
He
personally setup his Social Media presence and managed it himself.
There
were some not- so - flattering comments made on the Social Media venues.
He (the founder) personally responded to the
comments by defending his position, arguing with
the
posters’ points and degrading the posters’ for making their comments.
With
this course of action, ALL future posts
were then about how unprofessional the founder’s posts were and ANY talk of the
product ceased to exist. The opportunity to promote this good product were
extinguished.
I hope from the true
life example above I have illustrative the caution I ask you to make before
you:
·
Jump on in, the water is fine
·
Be sure to inject your personality into your postings
Mary Mussard Woods is an executive
marketing, operations and general management consultant. Mary is extremely
experienced with all situations and industries, fiscally prudent and produces, mary.mussard@yahoo.com
