There are a lot of social networks today. Some of them I’m still discovering. You can create a personal or corporate account in a couple of minutes. A lot of companies do that. They are told: ‘It is important to create an account and publish a contact at least once a month, it is good for SEO’. There’s probably some truth to that. But what does it mean for your reputation? The answer is nothing good.
Let’s talk about all of them in order.
One. If you create an account and your last post is labelled “11 months ago” many people will think you are probably closed. Will the user spend time researching your products? Of course not. Investors and customers will not spend a second on you.
Two. Many large businesses, cutting back on marketing and PR or flipping that function to people who have absolutely no business doing it. Sound familiar? What ends up happening is that users who are unhappy with the quality of your service or product will write about it and everyone will see it. So if you are cutting costs, then close or freeze the social media. It’s not going to sustain itself.
Three. Very often, especially from successful businessmen we hear ‘We have not invested a cent in the promotion or moderation of social networks’. We love it. But they don’t have a website and sell all their products through Instagram, for example. Not a cent? Yes, often a successful company doesn’t need a huge marketing department, but someone has to do it.
Four. A lot of people think that by creating a social media account they’ll be able to be led by an AI. Yes, probably someone will be able to set up the algorithm in the right way and your social network will produce brilliant posts every time. But we have little faith in that, even though we think AI will bring a lot of good things to our lives. But if you give everything to AI, then most likely your content will simply not be interesting to anyone and it will just be swiped or unsubscribed from you.
Five. We’ve often seen proactive guys who create an account on behalf of the company and publish content when they’re in the mood. Yes, there are some people who are in the mood every day. However many people are only in the mood when they open the channel and decorate it in corporate colours. Managers often do not want to kill the initiative, but they do not realise that their reputation suffers, which affects the business. Well, here we are back to point #1.
To summarise, having a social media presence in your organisation, or better still, constantly updating your communication channels will do you a lot of good, but if you don’t do anything about it, it can seriously harm your business.
Let’s talk about all of them in order.
One. If you create an account and your last post is labelled “11 months ago” many people will think you are probably closed. Will the user spend time researching your products? Of course not. Investors and customers will not spend a second on you.
Two. Many large businesses, cutting back on marketing and PR or flipping that function to people who have absolutely no business doing it. Sound familiar? What ends up happening is that users who are unhappy with the quality of your service or product will write about it and everyone will see it. So if you are cutting costs, then close or freeze the social media. It’s not going to sustain itself.
Three. Very often, especially from successful businessmen we hear ‘We have not invested a cent in the promotion or moderation of social networks’. We love it. But they don’t have a website and sell all their products through Instagram, for example. Not a cent? Yes, often a successful company doesn’t need a huge marketing department, but someone has to do it.
Four. A lot of people think that by creating a social media account they’ll be able to be led by an AI. Yes, probably someone will be able to set up the algorithm in the right way and your social network will produce brilliant posts every time. But we have little faith in that, even though we think AI will bring a lot of good things to our lives. But if you give everything to AI, then most likely your content will simply not be interesting to anyone and it will just be swiped or unsubscribed from you.
Five. We’ve often seen proactive guys who create an account on behalf of the company and publish content when they’re in the mood. Yes, there are some people who are in the mood every day. However many people are only in the mood when they open the channel and decorate it in corporate colours. Managers often do not want to kill the initiative, but they do not realise that their reputation suffers, which affects the business. Well, here we are back to point #1.
To summarise, having a social media presence in your organisation, or better still, constantly updating your communication channels will do you a lot of good, but if you don’t do anything about it, it can seriously harm your business.
