10 reasons businesses don’t get social media

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Social media is not dangerous or “just a consumer thing” for businesses, according to Gartner analyst Carol Rozwell. Social has turned the corner from “interesting” to “imperative”, letting you “search out good ideas, and adapt them to make them work for you”.

Upper management in their 30th-floor, wood-panelled offices have yet to understand the “upside of social media” — and many are unwilling to explore the benefits their organisation will receive. While many are business and social media savvy, some are still making ludicrous statements such as “social media is dangerous”. This is crazy in the age of Facebook and Twitter given the influence these social networks play in our everyday online lives.

So what are the top ten signals that upper management does not understand social media? Here are ten points to consider:

  1. They start telling you anecdotes about how their children use social media, then start shaking their heads.
  2. They get somebody to ghost-write their blogs.
  3. They ban access to social media because people will waste time or “someone might say something bad about us”.
  4. They say, “Our customers are over 40, so they aren’t on Facebook or Twitter.”
  5. They put a summer intern in charge of the social media “project”.
  6. They ask: “Why do I need input from social media? All the really smart people already work for us.”
  7. They say: “Show me an enterprise that increased its revenue by using social communications.”
  8. They don’t define the purpose, but want to try “something” to “see what happens”.
  9. They insist that every communication be approved before it’s posted on Twitter, LinkedIn, Facebook, YouTube, or other social networking site.
  10. They think that creating a Facebook fan page is a social media strategy.

Hearing the above statement in your place of business is a worrying sign, but persevere past these misinformed sentiments.

Social media integration in your business is an inevitability. Only the continued education of your staff, as well as the head honchos in your organisation about social media will lead to breakthroughs in the business.

Do it. And do it well.

Image: Upwardreaction.com

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  • MB

    Steven, we are going to have to agree to disagree on this one. I am not one of those ‘old boys’ you refer to, in fact I am 28 yers old but do feel strongly that social media is something brands should stay well way away from. I don’t feel in many cases it has been properly thought through and brands jump on board as it is the in thing and more importantly free in most cases. I do fear that this type of advertising has been hyped as it is just another money spinner for ad companies who haven’t turely considored the impact on the brand.

    Many people argue that it is a great way to talk to your customer…
    Social media in it’s truest form is just another conversation over the fence between neighbours. As such imagine if a brand had to try and monitor and interrupt every such conversation with their message to try and influence a consumer. I find it down right rude that they are even trying to do so and perverse in many ways. We have accepted this interruption in TV, print and the likes but now to try and influence me while I am talking to my mates, well enough said.

    Well other say it is great to protect against adverse comments on your brand…
    Partaking in social media is to me a ‘sly’ or even ‘communist’ type approach to running your brand where you fear every bad thing someone has to say about you. Trying to control these messages is near impossible so rather than focussing on this defensive tactic focus on messages you can control like influencing the professional or retailer who recommends your brand, a strategic PR  campaign or many other forms.

    I often ask marketing and other brand managers when the debate comes up… ” who of you are fans of any brands and if so who actually listens to what they say regularly”

    I am sure we could discuss this ad nauseum but this is the start of my 2 cents worth! 

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