Has your company forgotten why it’s called social media?

Now that nearly every company recognizes the value of social media, I think it’s time we take a step back and remember why we’re there in the first place.

Pretty much every brand I work with has added a resource to manage their social media channels. All the major brands have embraced social media with teams, control rooms, even command centers.

But, when I look through various companies’ Facebook, LinkedIn and Twitter pages, from the big to the small, I see the same thing.

The good ones post a lot. But are they interacting, are they social? Save for a few, not really.

They get 1000 people commenting on a post. Yet, on 80-90% of these posts, only a select few brands respond to any of the comments.

I know the big brands (and hopefully the smaller) are monitoring the conversation, but the meaning of being
social is to interact.Otherwise, you’re just the guy in the corner watching everyone else dance at a party. Better yet, you’re a DJ not taking requests.

Companies watch but are afraid to get their feet wet.

Why?

1. The smaller companies have hired a young person to manage their SM. That person has no authority or product know-how to engage in the conversation. And even if the SM manager wanted to respond, they probably have to get their proposed-response approved by three people first before they can post it – doesn’t sound very social.
2. The company is scared to open up a can of worms. There are a lot of crazies out there just waiting to interpret your SM response the wrong way.
3. They have forgotten that it is called social media! They think that the channel is just another highway to place their outdoor advertisements on.

I believe the reasons companies are not actively engaging their followers are a combination of the above. But it is number 3 that I am worried about.

Companies are busy posting and posting. They know that the more they post, the more likes and follows will come. And the more likely their social media channel will be judged a success.

They are turning their SM channels into platforms that they can brag about their brand on every day - the outdoor ad on the highway. Sure they  also post a few tips, contests and quirky posts and images… but they’re not engaging with their customers - it's still outdoor advertising. Only now we get to read the comments of the people driving by.

On a personal note 

Take it down to the personal level. When you post a favorite movie or whatever on Facebook and all your friends like or comment. Do you ever respond to their comments? Most likely you just slap it up there and forgot about it.

Companies do that too.

Brands need to remember why they are there. It’s called social media, as in - social: inclined to seek out or enjoy the company of others; sociable; Spent in or marked by friendly relations or companionship; Intended for convivial activities.

Get on up!

I say give your social media person some power and let them engage (besides posting). If they’re not qualified to speak for your brand, get someone who is!

Social media is more than just a channel to advertise and present a holistic view of your brand.  It’s an opportunity to get off your butt, start dancing and make some new friends.

Please feel free to comment. :)

About Andrew Singer

I provide cost effective communications and inbound marketing services to a wide variety of Danish companies that do business globally. From hi-tech firms like Siemens and TrackMan to more mainstream organizations like Reputation Institute, Carlsberg and the Confederation of Danish Industry, I deliver strategic creative development and English copywriting services.

Check out examples of my work on my website www.andrewsinger.dk or online portfolio.