It's disconcerting, but far too often two declarations are made about social media in the business world: 1) "Everyone/My Competitor/My Neighbors use social media so my company needs to do it, too." 2) "I'm running a business not trying to make friends. I don't see how social media makes any business sense." In both cases, I cringe.
Social media is a communication vehicle or a tool - just like billboards, bullhorns, hammers, or whisks. You don't decide you want to use a whisk and then run around trying to whisk things, results be damned. Rather, you start off with a task (in Hat Trick 3C parlance "an objective") and then pick the right tool for the job. The decision to use social media should go the same way: What are you trying to accomplish? Why? What does success look like? When you approach Twitter/Facebook/YouTube in this manner, you're more likely to be pleased with the results.
Millward Brown, one of my all-time favorite market research agencies, recently posted a great POV about considerations around social media. You should check it out:
http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_Social_Media_Bubble.sflb.ashx
- GLG
Social media is a communication vehicle or a tool - just like billboards, bullhorns, hammers, or whisks. You don't decide you want to use a whisk and then run around trying to whisk things, results be damned. Rather, you start off with a task (in Hat Trick 3C parlance "an objective") and then pick the right tool for the job. The decision to use social media should go the same way: What are you trying to accomplish? Why? What does success look like? When you approach Twitter/Facebook/YouTube in this manner, you're more likely to be pleased with the results.
Millward Brown, one of my all-time favorite market research agencies, recently posted a great POV about considerations around social media. You should check it out:
http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_Social_Media_Bubble.sflb.ashx
- GLG
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