A Frank, Face To Face(book) Talk About Your Brand
There’s no question that the explosion of social media networking has dramatically transformed the way we communicate and interact with one another.
For businesses especially, it’s providing a unique opportunity to directly connect with new and prospective customers like never before. Likewise for individuals, it allows networking beyond geographical barriers where you can get to know new people on a personal and professional level.
However, while there are many upsides to social media networking for both organizations and individuals, there are downsides as well — especially if you’re conscious of your personal and professional reputation.
Because the truth is, whether you’re listening or not, more and more conversations about your brand are taking place on the Internet.
Therefore, it’s not uncommon that these conversations emerge in the virtual world before they hit the real world. And by the time they’re offline, the news can be stale. Think of it this way: If word of mouth travels fast in the real world, with the growth of viral videos and text messaging, word online travels at warp speed. Think about how poor Bill Cosby must have felt, reading online about his so-called demise.
So, what are some ways to minimize the risk of negative attention while taking advantage of the endless opportunities of social media?
Here are my recommendations:
- Constant Monitoring – Monitoring multiple social media accounts can be time consuming. Yet, if you’re serious about protecting your brand, doing so is essential. For global brands especially, 24/7 monitoring may also be something to consider because while you’re sleeping, the other side of the world is awake and tweeting.
- Rapid Responses – Once monitoring is set up, identifying potential opportunities and threats within the casual comments and discussion strings becomes easier. However, responding quickly is then necessary to show that you are present, engaged and concerned. Remember, time moves faster in the virtual world so waiting even a day before responding may not be worthwhile.
- Meaningful Contributions – Social media tools should not be used as an avenue for shameless self-promotion. Users can tell if you’re an active participant providing value or simply annoying them with ads to buy or hire you. If all of your comments and status updates have to do with you, you’re building a negative, self-centered brand. Be mindful to contribute meaningful, useful information mixed in with tidbits about who you are and what you have.
When utilized effectively, social media can be a powerful tool to build your personal and professional brands.
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