Whether you’re a social media user or one who avoids it like the plague, we can all agree that social media sites like Facebook, Twitter, Instagram and Yelp have changed how we engage with each other and do business!
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In business, the appeal of social media is that people can connect with companies in ways that are more engaging, interactive and natural, which in turn can help companies reach new customers and keep existing ones.
But, how do you know you’re ready to do ‘social media’ right?
The first step is having the right people: Your social media strategy needs to begin with people…your people. In short, are they the RIGHT people and are they READY to do the job of connecting with your customers in a more personal and interactive way?
While this is not a marketing example, it does give you an idea of the kind of talent you need to communicate on social media spaces. . .
Major league baseball writer Ken Rosenthal tweeted that the Miami Marlins needed a new centerfielder. Here is the tweet:
Uh, by the way, #Marlins also need a CFer. Would love to trade for #Angels‘ Bourjos (unlikely), or maybe sign FA like McLouth.
Not long after the original tweet was sent, the current centerfielder for the Marlins, Justin Ruggiano, responded back:
@ken_rosenthal no we don’t. I got this.
Classic! When faced with something negative about himself, Ruggiano didn’t get defensive in his response. He didn’t get snarky. He didn’t get mean. He used humor and restraint to clearly, yet endearingly, communicate his point.
Be honest, do you have someone at your communities who could respond like Justin Ruggiano did? Or would it be more something like this example:
Man v. Food v. People
Adam Richman was the host of a popular Travel Channel show called Man v. Food. In Man v. Food Richman tackled some of the epic food eating challenges around the country, such as trying to consume a 6 pound steak in an hour! Well, after he ended his show, Richman decided to eat healthier and lost 70 pounds.
On Instagram he uploaded a picture and used a hashtag that is apparently used to encourage people to lose weight unhealthily. Richman was then subject to a flurry of angry responses to the hashtag he used. He initially defended himself in an (mostly) appropriate manner and then the wheels fell off…
Richman suggested to one commenter that he should: “Grab a razor blade and draw a bath. I doubt anyone will miss you.”
Classic case of an epic social media fail! He had a new show that was set to begin on Travel Channel and that channel postponed it’s debut in the U.S. for a few years.
BTW, I like Adam Richman and am a huge fan of Man vs Food! I completely understand his defensiveness, after all, no one likes to be criticized. Yet, if you have a social media presence, you have to expect that people will use those spaces to not only “like” you but to vent, shout, scream and complain at and about you and your company. And then, you have to remember that once you hit “send” you can’t take it back.
It doesn’t take much to tick off your customers on social media. Remember, they are expecting a different, warmer, more organic, more authentic experience on social media!
So, can you give it to them?
