Many new businesses are keen to push the publicity button and shout about what they are doing from the outset and the urge to jump straight into social media can be very strong.
In theory, social media may appear to be a quick and easy means of gaining publicity and awareness through fans or followers, but in reality it can be just as easy to alienate as many people as you intend to attract.
It is necessary to be aware of the risks, and consequently, the need for businesses to create and maintain a considered strategy is paramount. Undoubtedly, social media offers a significant opportunity to reach out to huge audiences, but venturing into the realm of social outreach is not without its hazards and lacking appropriate management, a business can end up doing more harm than good – resulting in damage to reputation and the loss of potential clients or customers.
Initially, setting up a profile on social media platforms such as Facebook and Twitter is straightforward, but creating ongoing and engaging content is the challenge. For businesses that do not take this seriously, there is the risk of their activity being totally ineffective.
One of the key risks associated with social media is the potential to alienate loyal advocates through ambitious acquisition strategies
Sales pitch
Consideration needs to be given to potential audience, brand equity, specific content, tone and frequency of postings. To engage an audience and ultimately attract followers, content must be of interest and reflect the nature of the business and not just be a regurgitated sales pitch.
For businesses that have established a profile and started to build up followers, one of the key risks associated with social media is the potential to alienate loyal advocates through ambitious acquisition strategies.
Through attempting to attract a large number of new fans or followers, many companies run the risk of forgetting about what created that platform in the first place – their core fans. Often, ambitious acquisition plans necessitate a broadening of core messages in order to reach a wider audience.
However, it is essential that companies recognise the need to keep providing for their core fan base and that they are true to the original business ethos. If executed appropriately, loyalty and diversity can be effective together.
Undeniably, recognising the need to communicate to a diverse audience is central to a successful strategy. Fans interact in different ways across different networks, and as such have diverse preferences.
Businesses need to therefore monitor their fans closely to see how they interact, not only with the given company but also with their competitors.
Companies cannot expect to use each social platform in the same way, and must instead vary communications to get the most benefit from the social outreach strategy. It is important to understand what is appropriate to say, when it is appropriate to say it and the tone in which it is delivered – like any relationship, communication is key to success.
A brand or business must control the way content is shared across the different profiles or pages. This can be achievable through allowing staff to post across different networks. But without suitable regulation and training before allowing employees to carry out social outreach, businesses risk employees communicating the wrong message, in the wrong way, – which could impact negatively on growth and engagement.
Certainly, the main goal is to have aligned and ‘on-message’ employee communicators to help push messages across diverse platforms, but not without careful management and regulation, particularly from the outset.
Ultimately, the widespread eagerness of businesses to embrace the social space and grow successful and engaging profiles is to be commended, but it should not be knee jerk reaction merely to get to have a presence. The key to building a successful and commercially viable social media presence requires careful planning, a strategic approach and ongoing management to ensure that it is a valid part of the business and does not compromise credibility.
