Social Media Explained

Drinking the koolaid on social media isn’t always easy, resistance to change and extra work can certainly be a reason to forgo having a social media strategy and sticking with normal channels of marketing, customer service, and branding. However, I believe that it is not a question of if, but a question of when a company will start to execute on a social media strategy. That being said, here are the ten social media commandments:

1. Thou Shalt Not Edit/Remove Reviews: The common reaction to a negative or inaccurate review is to remove it. And while that may be the impulse, it is just about the last thing you should do. The people that write reviews want to share their thoughts, and they are looking to be heard. Join the conversation, and if that means being honest, than admit you have made a mistake, apologize, and fix it!

2. Thou Shalt Not Hide Thy Identity: No matter what the circumstances are, always reveal who you are online and who you represent. Because believe me, if anyone gets wind of the fact that you are leaving reviews of your product (or encouraging your employees to do the same) you will lose all credibility.

3. Thou Shalt Not Covet Thy Competition: You should always be grateful for your competition, they are the thing that pushes you (and occasionally may imitate you). Don’t try and replicate what they do with social media (although, borrowing elements here and there isn’t bad). Just don’t try and be your competition. They have their brand, their identity and your future customers .

4. Thou Shalt Love Thy Customer: Show some appreciation, spread the love, and let your customers know that you listen to their feedback!

5. Thou Shalt Be Thyself: Find your voice and be authentic, not sure what your voice is? Read my blog here on the topic.

6. Thou Shalt Not Lie: You can spin, try a new angle, choose your words wisely, but lying is a big no-no. Covering up counts as a lie, so be straight forward state the facts (but hey, it is ok to choose your words carefully).

7. Thou Shalt Recognize Thy Product Evangelist(s): It isn’t enough to listen to your customers, you need to find out who your biggest fans are, and you need to inspire them further! Organize a customer appreciation panel, send them beta products (get an NDA signed if needed), show them future products, and send them the occasional swag. That kind of recognition and appreciation goes a long way.

8. Thou Shalt Spread the Gospel: Your social media strategy should be shared with more than your customers, people internally at your company should know what you are up to and need to be aware of what your strategy is. Get everyone drinking the koolaid as quickly as possible!

9. Thou Shalt Not Fear Failure: Social media is still the Wild West, and there are going to be a lot of chances to try something new. Don’t be afraid to take a leap of faith, try something outrageous from time to time (especially if no one else has).

10. Thou Shalt Grab Thy Land: The second you start a social media strategy, you need to make sure you have claimed your territory i.e. Facebook, Twitter, YouTube, etc. If another department is running a portion of your social media territory, make sure you claim responsibility for it as quickly as possible.