Are All Companies Ready for Social Media?
I’m confused as to what readings I’m supposed to respond to. The Week 4 readings start today (Sept. 25) but we have a blog post due today, too. Are each weeks blog posts supposed to be about that same weeks readings? Anyway, I’m responding to the Week 4 readings.
All of the readings were super good today, but the most valuable one was Is Social Networking for You? by Jack Molisani. The best part of the reading was the story about Frank Eliason and how he took the initiative to find Comcast customers on Twitter that were upset about the company and how he reached out to them to handle their concerns. Every company could learn something from Eliason’s story.
Many companies don’t understand that social media is an interactive tool between the company and it’s customers. Customers don’t always say positive things about the company and that’s why Eliason’s story is so valuable. If a company wants to have a social media presence, they need to monitor what people are saying about them so they can learn and prevent unnecessary negative comments. Eliason took the initiative to reach out to disgruntled customers to solve their problems. That is something pretty rare, and it would be interesting to know how many of those disgruntled customers that posted negative tweets about Comcast went and posted something positive after Eliason contacted them.
For a company to have a beneficial social media plan, they need to hire people that are technologically literate. Old-school bosses that don’t use social media are not the people to put in charge of a social media campaign because those bosses aren’t going to know how to effectively use social media. Old-school bosses think social media is free advertising so they want to use it but social media is so much more than that. Social media is a way to develop your brand in an online environment that customers haven’t seen before. Customers are used to seeing a company’s products on TV or in a printed ad, but they haven’t always seen those products in an interactive online environment.
If a company is going to commit to a social media campaign, they need to really consider if their products are right for an online environment and if they are willing to commit to the ‘up keep’ that social media requires. It seems that having a social media presence that isn’t up-to-date can be worse than not having a social media presence at all.