Why we should use social media is only half of the battle.
Here’s how to address the why we shouldn’t do it.
Five Organizational Excuses For Not Using Social Media
1. What if people start saying bad things about us?
Guess what, some already are. We just don’t know it. We are not listening for it.
Not hearing what our customers say about us in social media is a liability. Our competitors are listening to those people and using the information as competitive intelligence. By having a social media program in place, we can see negative and positive criticism as it happens. Then we can decide if we need to respond.
Our social media program seeks to minimize negative sentiments. We will measure our impact on complaints and report regularly on the progress.
2. What if one of our staff leaks confidential information or says something embarrassing on our Facebook page or other social media platforms?
Our HR policies already articulate that sharing of confidential information is prohibited. Our social media guidelines will reiterate this.
We will stress that the same guidelines that apply to all forms of communication–email, fax, telephone, in person, etc., apply to social media.
3. What if one of our customers/members leaks confidential information in our social media outlets?
We are not responsible for something someone else says in social media. Each of our eCommunity users must accept and approve our terms of service that address this issue. If someone posts something inappropriate or confidential on our Facebook page or blog, we can remove it, if we decide that’s the best course of action. They can also remove their own posts.
4. Our customers don’t use social media. I don’t.
Some may not use it. This won’t have any impact on them. Others are using it. The Pew Internet and American Life Project data shows that a majority of Americans are using social media on a daily basis.
For our customers using social media, our program will benefit them. Those that use social media expect to find us in the places where they are playing. It will make us more accessible. It will also showcase us to potential new customers.
5. We don’t have the staff or resources to manage social media right now.
Just as our customers communicate with us via email and phone, they also expect to communicate with us in social media. It’s the communication method for today. Our absence in these outlets speaks louder than our traditional communication methods.
Yes, it is a lot of work. We will have to invest in some staff time and software. Initial costs are minimal. We have developed some social media goals to justify these investments.
I’ve also identified how our social media program aligns with our overall objectives and goals. We want to start small and monitor our progress. If it doesn’t work, and I believe it will, we can cut the program and try something else.
What are some of the excuses for not using social media that you have heard? How have you got buy-in from both the top and bottom of your organization?