It's on everyone's lips. In the boardrooms, among your privates colleagues in professional journals, morning newspapers and on television, we hear about Facebook, Twitter, YouTube, openness, dialogue, viral marketing, lack of skills, risk management, prohibiting the use of services during working hours and so on.
The market has exploded over the past three years, where almost all leaves clear traces of life on the Internet. A distinction is rarely between individual users' behavior here could stairs from Ground Well else do much good.
And now that users have made services like Facebook and YouTube to himself as follows companies. The idea is to fish where the fish are. There are many guides on how you as a company purely practical get started on social media. And there are also a number of people who have made it their livelihood to help companies to "optimize" the presence.
It is far from easy, there are very warm air, even more opinions and ideas. And then it's all new and exciting. And it is certain that it is wrong, but it would be nice if these can be minimized in size and consistency.
The last three years I studied with at more than 100 blogs about social media and the Internet generally. It's not as much time as some others in the industry, but it is long enough to be able to summarize the key (part-) conclusions about corporate behavior on the Internet.
GROUNDS FOR BEING on social media
Dialog
What you would normally use social media in private? You read, share knowledge and talk with friends and acquaintances through comments, messages or maybe games. It is under the assumptions that we as companies should act in the services. The media can be something other than print and TV. And therefore expect the user of the media, that we make use of these opportunities. One of the key parts here is that communication also goes the other way: Your company on a social media has not had a new, traditional marketing channel. You must expect that it is the user who has something to tell you.
Long term commitment
You may be lucky to get a viral hit, making your brand known everywhere in an incredibly short time. But it should not be what you build your strategy. It's about to dedicate themselves in the long term. To build up a foundation that ensures that you can handle both good and less good times for your business.
Honesty
It goes without saying. And it's not because I expect companies to outright lying. But they do. The problem with lies is that they often revealed. And there's a long-term unemployed person who feels unfairly treated, or an exceptionally dedicated, which has got into his head to arrive at the truth, then it comes out. The network on the web is invisible and can be huge once the story spread among friends, friends of friends.
Transparency
Therefore you should introduce yourself and your interests. The more that is hidden or concealed, the more reason to distrust and desire for disclosure. Not only among journalists but certainly also in the individual citizen.
In return, you can win loyalty, increase your credibility to your products and create a long lasting value around your brand. And precisely this strengthens your position at the time when you need it. For example. if you unwarranted or justified in coming storm in the social or traditional media.
Sincere interest
Be present and give something of yourself. You are in a sea of information and if you want to be more relevant than your competitor, you must talk to your users - or the individual user - with an interest in just them / him / her. Emotions, logic, intelligence, humor are all ways to get to people, but do it for their sake. If you show interest in them personally, so they may never discover who you are talking to.
ISSUES
Presence of social media is far from smooth. If I were to summarize some of the issues, then the following seven aspects:
Noise
It is inconceivable many speak at once. About the same. If anything differently. Importance can be difficult to discern. Make yourself aware of how you and your business can stand out from the crowd through, among other relevance. Relevance can be used for noise and give positive attention and feedback.
Amateurism
Your clients can be experienced Internet users as well as beginners. But common to them is that their behavior is characterized by amateurism. They bought the social media story about the easy registration of three steps and has otherwise used the media ever since without reading manuals or situation is seldom conscious of the service.
Businesses on the other hand, act on other terms and must be professional. Therefore, there is embedded a potential conflict. A tip would be to take customers seriously. It's like the football player in Serie fifth He knows that he is not Michael Laudrup, but that he should be commended for its good pass or a free kick if he kicks back on the football field.
Cultural paradigm shift
Power is transferred to the participants. 30 years ago was a media tool to spread its message among the masses. You and the news media controlled the flow of information, details, angles, timing and follow-up. The Internet in general has changed this for the longest and social media have enhanced the ability to build bridges and create networks between people in a way that has not been seen before. There can therefore rightly speaks of a cultural paradigm shift. And, both the former rulers to contend, as well as the participants will also learn to handle their newfound influence and power.
Lack of standards
There is no set uniform standards and often, companies resort to self-defining goals. If they do, when this far. Lacking the means to measure that is not defined and established recognized methods, for example. provide comparability, and finally, companies ask themselves what realistic and successful goal in these media? The question you should always ask themselves the independent media, but the answer you will find in this case, rarely looking at others or previous attempts.
Shortage of talent
I heard one ask where the humorous, empathetic, committed and disarming, experienced and skilled communicators exist. And they exist. On Twitter, it does not take long to find the most catchy (prominent?) Who have good ideas, have a good grasp of communication and may have done it for their livelihood. But it does not change the amount of talent is to overlook - locally and globally - in comparison to the number of companies that are on the way out on social media.
Technological change
We need no more than 2 years back to watch MySpace being overtaken by Facebook in Denmark and for even shorter time since worldwide. Development of smart phones are revolutionizing this second Danish their mobile habits. Where are we in 2 years?
Technological change and opportunities for improvement has never been faster. It has been a premise we live with; escalation has been a matter of course. But it is still important to keep in mind that aspect of your participation in one thing and another.
Risk of over hype
For there is a risk of over-hype. Second Life was on everyone's lips very short time but was really foretold great opportunities. Twitter has not really been felt widely, although it is now over 3 years ago, the Danes began to create profiles on the latest new.
Deal with your new service with reason and coolness. Some services might appeal to your particular business, eg. foursquare has appealed to Starbucks and the like, because the potential for more sales to existing customers is obvious. And then invest your time there, being a first mover can provide a strong market position. Other times you will have the advantage of waiting for service reaches a critical mass of users.
For there is really much to grasp, once you get started.
