If you’ve read my blog post on “Why Social Media Won’t Save Your Business“, it shouldn’t come as a complete surprise that I think some companies shouldn’t have a social media presence.
So here’s what triggered this blog post. Recently, I tried to contact a live human being at a well-known national grocery chain via their Twitter account. But I didn’t get very far as the Corporate Twit (no pun intended) kept referring me back to the website, which has the contact information of one person in “Public Affairs”. Apparently, there’s only one live person at that huge national chain or the only one who dares to put his name out there.
What’s even more amusing is the disclaimer on this company’s Twitter page which says,
So this company won’t tell you who is posting this information but whatever this unknown person is posting is not their responsibility. Anyone else see anything wrong with this? I wonder if their lawyers are patting themselves on the back for coming up with this.
It was almost a year back when Robert Scoble wrote his blog post on how one large retailer’s website doesn’t have any people on there. What Scoble said then and I agree:
“Here it is in simple terms: add people to your web sites.”
Scoble’s not talking just about pretty stock pictures. He’s talking about real people – your employees, your customers, people your business needs in order to thrive. The same logic applies to blogs and every other type of your company’s online social media presence. Even a year later, it’s clear that there are plenty of businesses who still don’t get it or just plain don’t care.
Here are 5 signs that your company is not ready for an external social media presence:
#1 If your company policy prevents you from adding a name or picture of a live human being on your corporate social media account (whether it’s on Facebook, Twitter or other), change that policy first and then launch your social media presence.
#2 If your company culture is all about one-way propaganda rather than two-way communication, train your employees in ”social” skills before letting them loose on the social media sites.
#3 If you’re only using social media for pitching products and/or shameless self-promotion, then you need to STOP. You’re no better than the spammers abusing the email system. Use social media for good – engage don’t annoy your customers.
#4 If your customers didn’t like your cold and impersonal website and if try to replicate that same uninspiring experience on an external social media site, you will fail. We get that you’re a big company but don’t overdo the branding.
#5 If you don’t have a plan for managing and engaging your customers, STOP and create one before you go crazy on the social media sites.Your external social media presence should be treated as an extension of your existing community/customer programs and not as someone’s pet project.
Use of social media by itself is not good enough any more. The only choice you have is to do it right or don’t do it. Doing it just because some “expert” says so, is far worse than waiting until you’re truly ready and can handle social media.
As far as my saga with the grocery chain goes, it had a positive outcome. I got a tweet from someone offering to introduce me to an executive he knows at that company. So we have proof that social media works but many companies still need to learn how to make it work for them and their customers.