Window On Social Media
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From Giving The Business To Social Media - Hype, Hope, Bust, Reality, these pieces are from special sections of the book that highlight interesting, odd or contradictory information about social media and business. |
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Social Media Peril
MicroThoughts
The biggest peril facing social media users and businesses has to do with trust. Anyone can be anybody they choose in social media since there are no even close to adequate methods to verify identities. The peril lies with users who, after interacting with someone they think they know, will believe they know them well enough to trust them as if they had known them for a long time. It's a dangerous situation on many levels, and I wish social media proponents would start educating people as to the dangers. Even if a person is who they say, we have no idea of the vested interests and agendas, and that's one reason to verify anything important heard via social media.
Best Practices
You cannot copy another company and expect the same success they achieved in social media. Social media, and almost anything else, is about people, and since you don't have the people, tradition, culture or anything else that other companies have you have to develop a unique strategy and tactics to suit YOUR business. Unless you ARE Zappos, don't try doing what Zappos has done.
Myth of Consumer Empowerment
Engage:
One of the prime illusions for business using social media is that it appears that "customers" are engaged by the company. It's more accurate to say (if on Twitter) that people are engaged with Twitter, even if they are communicating with the company. In any case, the term is over-used and misleading.
Best Practices In Social Media? Fergetabatit
Most regular people don't have the time or inclination to read post after post, article after article telling us how to use social media to accomplish business goals. As a result most don't realize how poor and conflicting the advice is. For example, did you know that the key top business success in social media is content (how old fashioned)? No, wait. The next post on the same site says the key is relationship building one by one, while old Guy whatshisname says "No, no, it's all about the follower numbers, forget quality or relationships -- automate."
Is this significant? All the contradictions? You tell us. Who do you listen to? Is there any point to talking about best practices? Worse, could it be that they're all making things up?
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