Do Facebook Brand Page Likes Really Matter?

Facebook LikeSocial media marketers have a love-hate relationship with Facebook brand page “Likes”. From recent member discussions at the BlogWell Chicago, it was clear that many social media practitioners vehemently oppose the use of “Like” as a success measure. So the question that begs to be asked and answered is whether a brand page “Like”  even matters any more?

Let’s look at the pros of using it as success metric. Unless your customer likes your page, your posts will not appear in their timeline so there is no connection to your customer unless they like your page.  If you think of Facebook as a community then “Like” may be considered surrogate for “registered users” who have opted to get “alerts” any time you post something.

So are “Likes” just a means to an end or the end by themselves? That depends. While building up your community may be important initially, but once you hit a critical mass, say 1 or 10 million users (depending on your market size, customer base), the size may no longer matter and every incremental “Like” may not have the same value.

Here’s the danger with being too focused on the “Likes” – it’s not enough. What’s really important is user engagement with your Facebook content, either by sharing, commenting or liking.  So if your social media strategy is solely focused on growing “Likes” but has no effort devoted to developing interesting and engaging content to drive engagement, you’ll soon find users “unliking” your page in droves.

So back to our original question – Do Facebook brand page “Likes” really matter? And the answer is yes, but only if backed up by a solid content and fan/user engagement strategy.

5 Tips for Managing Social Media Overload

For years now, whenever I’ve told folks that I blog and tweet, the responses vary from, “How do you get time to do get any real work done?”  (translate: what a slacker) or ” Oh! You’re one of those..”  ie. typical singleton without any worthwhile aspirations. You can literally hear jaws hit the floor after the big reveal that I have an intense “day job” and am also ..gasp.. your quintessential working mom.

Over time,  the perception hasn’t changed much and once you step out of the social media bubble, you quickly realize that with the exception of posting personal updates to Facebook, the average working professional still continues to find social media daunting and mostly overwhelming. However, given the ubiquitous nature of social media and increased use in business, being active in this space has become a necessity whether you’re in HR looking for candidates or in sales, looking for viable leads.

Here are 5 tips for busy professionals to use social media effectively without drowning in data overload:

#1 Get yourself some “human filters”

Yes, there is great deal of content out there and more is being generated every second, the only way to keep from drowning in all the information glut is to get yourself some help. Start by connecting with folks who are in the know and this way you can save yourself the effort of having to cull through mountains of social content. For example: Two of my favorite people on Twitter are @avinio and @scepticgeek who share only the “good stuff”.

#2 Use  technology to your advantage

There are plenty of automated tools that will deliver information to you but you need to be strategic about what content is really important as you don’t want 200 emails/alerts every day.  A better way to manage your social media content is to use have alerts set up key topics and then use smart aggregators like Feedly that allow you to pull all the content in one place  for quick review.

#3 Make social media a priority

The reality in life and work is that if it’s important, you’ll find time for it so make engaging in social media a priority and you will find time for it. I love to blog but my 18hr day job makes it very challenging to post on my personal blog, so I’ve been getting up about half-hour early to blog and take a few minutes over lunch/coffee breaks to finish up a post. Another smart option I really like is to create the posts over the weekend and schedule them for publishing during the week when folks are most likely to read them.

#4 Schedule time for it

Social media may be real time, but unless your job includes constantly monitoring the social media channels for breaking news, you’re better off scheduling some time to do it. Time management experts swear by the benefits of blocking off some time for email so that it’s not disruptive to everything else you’re doing.

#5 Have a clear focus

Given the multidimensional nature of social media, there are many different ways of participating in social media for work, the key is knowing what you want out of it and staying true to that goal. This way you’ll get more value out of every minute you spend on it. If you are only interested in technology or a specific industry, then share/follow/fan/subscribe/join only those sources that can get you relevant information.

There you go, now even you can be the social media rock star without quitting your day job :) Now it’s your turn to share… what do you do to make social media less overwhelming?

Facebook Privacy Debate Heats Up but do Users Really Care?

The controversy around Facebook’s announcements at the recent f8 developer conference  has kicked into high gear, as first lawmakers and now consumer groups weigh in on the privacy implications of the social networking giant’s recent moves.

GigaOM reports that over 15 consumer groups have now filed complaints with the Federal Trade Commission to to protest the unauthorized sharing of private information by the social networking Goliath.

Epic.org, one of the organizations that has filed the complaint has described gist of the complaint,

“…that Facebook has engaged in unfair and deceptive trade practices in violation of consumer protection law. The complaint states that changes to user profile information and the disclosure of user data to third parties without consent “violate user expectations, diminish user privacy, and contradict Facebook’s own representations.”"

At the heart of this firestorm is the “instant personalization” option that auto-opts in Facebook users into sharing their social graph with a few partners selected by Facebook, which according to GigaOM are  Microsoft’s Docs.com, Yelp and Pandora.

The Facebook experience has been described by some as bland and homogenized but the user response to these changes has been anything but unanimous. The responses vary from highly contentious to generally apathetic, depending on which of the following 5 categories, the user belongs to.

#1 Blissfully Ignorant users that belong to the “I Don’t Know, Don’t Care” group.

This group includes otherwise perfectly smart people, who have bought into the myth perpetuated by Facebook that all conversations on the site are “private” or “between friends”. This group doesn’t get what the fuss is all about and doesn’t have a point of view on the privacy debate. This group of users doesn’t care enough to educate itself because it firmly believes that the benefits of sharing far outweigh the costs/consequences from lack of privacy.

#2 The Pragmatists from “I Know, but Don’t Care” group.

I’ve come across scores of users who belong to this group and my friend, Dennis is one of them. He says,

“If I wanted privacy, I wouldn’t be sharing my information online. I know the information I share on Facebook is not private and I don’t care. Facebook is convenient and free, that’s all that matters to me.”

Those who belong to this segment don’t mind sharing information as long as they get something in return. Many within this group know better than to share anything personal or don’t think they have much to lose from the information they do share. This group is willing to give up their privacy in return for some perceived value so you probably won’t hear them complaining much or at all.

#3 This is a very familiar group – the Opportunists that are mostly concerned with “What’s in it for me?”

This user segment has the most to gain from this forced openness and probably the least to lose. This group includes businesses, news media, developers, celebrities, artists, and anyone who has a vested interest in seeing the users profile information being shared broadly and want to see their own social graph being indexed in search.

#4 Ambivalents or the “I Know but Not Sure if I Should Care” is the group that’s still on the fence.

This group may be a larger majority than some might suspect and has mixed feelings about the whole privacy debate. These users will take their cue from the “experts” and the lawmakers to determine the full implications of the Facebook changes. You can call this group, Facebook’s “swing constituency”, the one that can go either way and spell success or defeat for Facebook in this privacy debate.

#5 Last but not the least, the Activists belong to the “Keep Your Mittens off my Social Graph (and my privacy settings)” group.

This group is probably Facebook’s fiercest and most vocal critic. The users from this group wants choices, and want to ensure that users are aware of consequences of their decision so they can make an informed decision. I believe that the online world is a safer (if not better) place because of this group’s diligence because it forces sites like Facebook to think twice before forcing “openness” on the users. This is the group seems to be increasingly concerned with Facebook’s quest to dominate/control all social data. This group will not willingly give up the social graph debate without a fight and is likely to become part of advocacy groups that want to prevent any one site’s dominance of the web, especially Facebook.

Depending on which group you belong to, you may think Facebook’s move to a more “open social web” is the greatest gift to the online world or it’s a pact with the devil himself. Facebook’s model is based on users being open and sharing all their personal information, but this aggressive push for openness may backfire in ways that Facebook didn’t imagine.

Even, as I was opting out of the “personalization” option, the “are you sure” confirmation message was very clear in that, even if I opt out, my friends could share my “public” information to “enhance” their experience. Apparently, the only way to truly and completely opt out of sharing your social data on Facebook is to block all applications and/ore start ditching your “over-sharing” friends.

It’s not the vocal minority that Facebook should be most concerned about but rather the quiet ones. By forcing too many changes on its users, Facebook may have a passive rebellion on its hands where users are concerned enough to limit their use of the site and block what they share, which would make the social graph data mined from Facebook incomplete..and actually quite worthless.

How to: Demystify the Social Media Expert Myth

Much has been said about social media “experts” ranging from Hallelujah, they exist! to “(they) are the cancer..and must be stopped.

These diverse responses are perfectly understandable in an age where every other person (and her nanny) is an “expert”, “guru”, “pundit” or other. Love ‘em or hate ‘em, companies still rely on these darn “experts” to help navigate the uncharted and often turbulent social media waters.

The key to demystifying the social media “expert” myth and finding the real deal is to take a hard look at what a social media “expert” actually does. Based on their role, the experts can be classified into 3 major categories – “Do”ers, Planners, and Talkers.

The most popular and generic “Social Media Manager” roles typically belong to the “Do”ers category, which includes folks who “do” social media and typically are the public face of the brand on social networking sites. These are the folks who manage communities, tweet, blog, and engage on sites like Facebook on behalf of the brand. “Do”ers tend to be individual contributors who spend a great deal of time on the social networking sites and/or have roles that require them to be highly visible brand ambassadors. Having strong online communication skills is a must-have for this role. Folks with engaging personalities and community background (forums, chat, etc.) shine in these types of roles. While this is often an after-thought, this role is best suited for folks with calm temperaments who are less likely to go off the deep end in a crisis. Case in point is the Nestle crisis, where the company rep snapped under pressure on Facebook and had to apologize at the end.

Planners are typically folks who have decent social media expertise and presence but their focus is primarily on planning/managing social media activities. The typical role in this category is social media strategist, who is responsible for pulling together all disparate social media activities into a cohesive strategy/plan. Actively engaging on social media sites is a time-consuming activity, it’s rare to find someone who can balance both roles (planning and engaging) without getting overwhelmed. Folks with solid marketing and/or community management backgrounds seem to do well in these roles. You’ll probably see these types of roles filled by people managers who typically work behind-the-scenes vs. on the front-lines. There aren’t many folks who have the skill set/experience required for these types of roles so increasingly, companies are relying on external social media agencies and consultants to meet their planning needs.

Talkers are your blogbertis or twitteratis who are well-known for talking/writing about social media and may or may not actually engage in social media on behalf of any specific cause for your company (other than social media). Folks in this category typically have a large following on social networks, but may lack the experience in applying social media in a business context. This is a great category for hiring your spokespeople especially if your company is trying to build brand-recognition and wants to get more visibility in the social media space. Many major brands seem to have at least one social media celebrity on their roster, who is not strategically aligned to any specific business function or objective but is rather focused on promoting the company’s overall brand and related messaging.

So there you have it, not everyone is an expert but even among the real experts, different folks excel at different roles. That being said, knowing what you want to achieve is key to deciding the type of expert you need and to avoid getting sucked into the expert myth.

Would love to hear your thoughts on other categories/roles that should be added here.

What Facebook's New Platform Means for your Business

The online world’s been buzzing about the bold announcements at Facebook’s third f8 developer conference yesterday, where Facebook CEO, Mark Zuckerberg discussed his vision of the new social web and unrolled the next version of the Facebook platform.

While this conference was primarily aimed at developers, here are 3 announcements that have significant implications for businesses and users – Social Plugins, Open Graph protocol, and Graph API.

Social Plugins are the “like”/“recommend” buttons or widgets that allow users to share content from any site with their social network. Here’s the “like” button on Levis.com, which is one of the 30 launch partners along with Microsoft and CNN.com.

Levis.com

The Open Graph protocol is the rebranded Facebook Connect but “on steroids”. Developers using this protocol will enable users to “like” and “recommend” content anywhere on the internet as long as the Social Plugins  are enabled on that site.

This allows users to share information back to their Facebook social hub without ever leaving the page or website. Facebook claims that this will enable companies/website developers to,

“ integrate your web pages into a user’s social graph and also allows your pages to be seen across Facebook: in user profiles, within search results and in News Feed.”

This move brings users closer to the “semantic web” than ever before, where any website can automatically recognize the user and serve up relevant content without requiring multiple logins. With Open Graph, all information on user’s preferences and social graph is delivered directly to the website (from Facebook) so the users can effortlessly share and recommend their favorite products to their social network, all of which is great for marketing.

Graph API reflects Facebook’s push towards a more open social web and putting the onus back on the users to pro-actively manage their privacy settings but it remains to be seen how users feel about that responsibility once this is rolled out widely. Facebook is simplifying all its individual privacy permissions into one unified permission.

However, this convenience will come at a price – users may not have much control over how much of their data should be shared with an external site and how their data is being shared or used by those sites.

What adds some more complexity is that Facebook is asking their developers to have their own privacy policies which means that users will have to be diligent in reviewing the policy for every site where they have opted to share their data, it’s not Facebook’s responsibility.

“In addition, with explicit user consent, you can use their data for purposes beyond displaying it back to the user. However, you’ll now need to have your own privacy policy and enable users to delete all of their data from your app.”

Also, for company websites (where this is enabled), it’s not clear if there’s any responsibility on part of the company to safeguard the user information, given there is personal data flowing between Facebook and other sites, which raises some privacy concerns.

These social plugins don’t provide option to “unlike” or share negative reviews of products, which is great for marketers, not so good for consumers. I believe this will complement rather than replace the existing reviews/ratings feature which are widely implemented on most retail sites.

This move also strengthens Facebook’s control over any and all social data, which will reside on Facebook hub not on the company’s website so if you’re a business, you will be dependent on Facebook for access to that social data.

Some additional great news for businesses is that Facebook will be able to provide analytics on their users’ social behavior, which would help in more targeted marketing. However, this move towards “social web” makes Facebook the de facto owner of all social data on these users and could potentially charge for access to this data in the future. This is a bit scary and as MG Siegler points out,

“that’s a lot of power for a still-private company to have.”

Overall, this is a game changing move for Facebook, which is already nearing a formidable 500million visitors per month, according to ComScore. But as they say the Devil is in the details and many of the questions/concerns will be hopefully addressed as this becomes widely deployed.

Here are some great write ups, if you want to learn more:

The 3 Critical Ws of a Successful Social Media Listening Program

Social Media listening is all the rage these days but many companies are still struggling to do it right because the tendency is to substitute technology for business objectives and processes. 

This may be good news for the social media vendors, but not so good for your business. Whether you’re trying to set up your very first social media listening program or evaluating your current program, here are the 3 critical Ws that no business can afford to ignore.

Note: I use the terms listening and monitoring interchangeably, although one could argue that monitoring is much more pro-active while listening seems somewhat passive.

Why? Define your objective.

Listening may be the new black but it’s certainly not something that was invented by social media “experts”. Any smart company knows that listening to customers is critical to the continued success of business and while the medium may have been different in the past, the need to listen has always existed. The challenge with social media is that it’s tough to keep up with vast amounts of complex, unstructured conversations across multitudes of social channels. And that brings us to our first W of social media listening - ”Why”.

Clearly define your listening objective (closely tied to your business objective) at the outset of your listening program as this will keep your program on track and less likely to get distracted by all the noise in the social media space.

Some good examples of listening objectives : Customer support questions/complaints, competitive news, product/company mentions, etc.

Tip: Having clear objectives will help you define your success metrics and help prove the value of your program.

Where? Determine the key social channels.

For many companies starting a new program, it’s a challenge figuring out where to start because there are many different social channels (including blogs) and not all social channels are created equal. The second “W” - Where to focus your listening efforts will be partly determined by your objective and your target audience. 

When in doubt, ask your customers about their social media preferences and where they prefer to engage.It can be as simple as sneaking in an additional question in your annual customer survey (assuming your company does one) or conduct some primary research to understand their preferences. This will, at the very least, give you a starting point and you can slowly broaden your listening program to include other sites, as needed.

Tip: Focusing on a few key social channels (internal or external) rather than trying to  can focus on the channels that are most relevant to your audience.

Who? Identify the right person/team to receive the (listening) information.

One critical part that’s often overlooked (and typically underfunded) in the social media listening  programs is “human intervention”. You may have the best listening platform that money can buy but unless there’s someone actively analyzing all the gathered conversational data and the information is routed to the right person/team for action, it’s a pointless exercise.

There are two key parts to this human element in a social media listening program: Folks who listen and folks who respond/engage/use the data. It’s much more easier when the folks who are doing the listening are the ones tasked with taking action. For example, when the customer support group is actively listening and responding to customer queries/complains. However, in companies with centralized social media programs, it is critical to identify the end user/s for the gathered data.

Tip: Start with one functional area or product/service group and get all the kinks ironed out before rolling out the program company-wide.

Bottom line: Clearly define your listening objectives, focus on the most relevant social sites/channels, and last but most importantly, route the information to the right person/team for action.

Is Advertising on Facebook Really Effective?

eMarketer has predicted a 39% increase in advertising spend on Facebook for 2010.  The popularity of advertising on social networks is primarily based on the notion that sites like Facebook  have a great deal of data on their users and this information can be exploited to deliver highly targeted ads to its huge user base. In theory, it makes a great deal of sense. Afterall, users are going crazy and sharing every little detail of their personal lives on these sites so why not leverage that information for marketing to them? In fact, Facebook goes on to claim that businesses should advertise on the site because:

“People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products.”

If that’s true, it’s absolutely baffling why the site serves up inane and irrelevant ads when you browse through it. Take a look at the ads on these 2 fan pages - Microsoft and BMW. You’ll notice that ads on the right have no relation to the content on these fan pages. One’s pitching designer handbags (never mind that I am looking at a software fan page) and the other one serves up  a list of ads with the only unifying theme being they all have pictures of women (Did I mention that I am a woman?! How clever of them to figure that out).

 Microsoft Fan Page

 

BMW Fan Page

As if those 2 examples weren’t enlightening enough, the ads on the Harvard Business Review fan page are just mind-boggling. I am baffled as to the connection between HBR and pets. And no, there’s no information in my Facebook profile about my imaginary or real pets.

One would think there are advertisers in similar or related categories who would be interested in marketing to the same audience but apparently, that’s not the case on Facebook. Of course, one can just blame the clueless advertisers who don’t know how to optimize their targeting but when you look at the target filters Facebook offers, you soon realize their limitations. The site says you can,

“Target your exact audience with demographic and psychographic filters about real people.”

I am a “real” person, a female of “certain age” who also happens to be interested in luxury cars and operating systems (gasp!). Under Facebook’s current ad model, no matter which page/group I am on, it only serves up ads based on my profile. As an user, it’s annoying but as an advertiser, I would be very concerned about displaying ads to an uninterested audience and with zero context.

So here’s my theory: Facebook either has a very low inventory of ads and that’s why they cycle through the limited number of available but irrelevant ads or the ad targeting model is fundamentally flawed. In either case, I seriously doubt that advertising on Facebook is any more effective  than other advertising options like paid search or contextual ads on traditional sites.

I’ll try to get some data from businesses who’re currently advertising on Facebook and post the findings here as a follow up. If you want to share your experience, feel free to leave a comment below.

Facebook and the Quest for Social Media Domination

The Data Portability blog reports that the recent Power.com lawsuit accuses Facebook of being a monopoly,

“Facebook’s conduct constitutes monopolization (or attempted monopolization, ed.) of the market for social networking website services…”

This shouldn’t come as a surprise to anyone who has been tracking the recent moves by Facebook to control and exploit user data and addition of Twitter and FriendFeed-like features. It wants to be your one and only social destination where you can tweet, blog, share, and heck, even search for content. Regardless of whether you think Facebook + FriendFeed news is all hype or if you’re truly concerned about the future of FriendFeed – one dangerous trend that’s undeniable in this saga, is this move towards consolidation in the social media space.  

For those who argue that it’s all about survival of the fittest, this acquisition is anything but that. Acquisitions of strong startups like FriendFeed stack the odds in favor of the weakest species that no one wants to buy and yet, they continue to exist, even if for no other reason, than to fill the void left by the strongest of the pack. One can hope that a strong startup is replaced by another stronger alternative, but if that startup too gets acquired before reaching critical mass, where does that leave the users?

I think it’s fantastic that talent is recognized and well-deserving entrepreneurs get their turn at the big pay-off. But there’s a real danger that if these acquisition sprees continue unchecked, it will dramatically reduce the choices for users, who are the real losers in this deal. When strong startups are bought out, all that the users are left with are mediocre me-too sites that don’t add any value or goliaths that have too much control over their online data.

The debate around FriendFeed acquisition is much more than just rooting for the underdog and all that fluff. What many are glossing over is the underlying truth, which is – by taking over FriendFeed, Facebook  has just about eliminated the only real competition that the uber-site has today in the social networking space.  

FriendFeed is much more than just a social network. It offers social conten aggregation, social media client, micro-blogging, real-time threaded conversations, and much more, all rolled up into one. Despite the steep learning curve, it trumps other social networks (including Facebook) in richness of features and robustness of the system.

In a short amount of time, it’s gone from a social aggregator on steroids to a feature-rich platform that even the popular sites are copying. By buying FriendFeed at this critical stage in its lifecycle, Facebook no longer has to worry if this site will take off and threaten its dominance in the near future.

Wouldn’t be least bit surprising if FriendFeed is shut down within a year, if not sooner, after Facebook’s ripped off every possible feature and integrated it into the mother-ship.

And why wouldn’t Facebook keep this wonderful community alive, you ask?  Oh yeah…I am sure Facebook would love to retain that passionate and vocal base of users who love FriendFeed precisely because it’s NOT Facebook.

Facebook is hardly the only one who’s been accused of vying for world domination. Google and Microsoft both have had their share of bad PR for trying to monopolize the marketplace. And even if Facebook shut down FriendFeed tomorrow, what’s the big deal? It’s just about million users, a mere drop in the ocean compared to Facebook and Twitter.

As a user, do you really care if there’s just one uber-social network? Should you care? I am sure many of us just love the idea of having just one search engine or just one “great” operating system or how about just one ”perfect” flavor of icecream?! Who needs so many choices, anyway?! Really…

Tech and Social Media events in SF Bay Area for July

Here’s a roundup of interesting tech and social media events happening in the SF Bay Area in July. Let me know in the comments or tweet me, if you’re planning to be at any of these and if there others that should be on this list. 

July 7th
The SiliconValley NewTech July Meetup (Free! hugely popular event, nearly impossible to get in)
7:00 PM
at DLA Piper in Palo Alto, CA
The SiliconValley NewTech Meetup Group [SVNewTech]

July 8th
Women in Tech
5:30 PM
at Orange Labs in South San Francisco, CA
San Francisco Mobile Meetup

July 8th
MIGHTY
119 Utah St
San Francisco, CA 94103
 

July 23rd   
Silicon Valley Tweetup
5:30 to 8:00 PM at Rosie McCann’s Irish Pub, Santana Row in San Jose

July 27th
313 Fairchild Drive
Mountain View, CA 94043
 

6 Reasons Why Enterprise Social Media Needs its Own Playbook

The last thing any company getting on the social media bandwagon should do is adopt  best practices established by practitioners and “experts” in the consumer space. Consumers and enterprises have very different objectives so here are 6 reasons why enterprises should write their own playbook rather than borrow from the consumer space:

  1. Numbers do matter: I recently wrote a blog post on how folks are getting too obsessed with their Twittercount. I still believe that when you aren’t selling something, the obsession with Twitter and Facebook numbers is just an ego trip. Individual social media activity should be focused on quality of engagement rather than quantity. However, when you are a business - quality is important but so is quantity, perhaps more so. If you’re running social media campaigns or activities for your company, you’re expected to deliver results. One way of measuring results is by looking at customer engagement numbers, but how will you engage when there’s no one to engage with?
  2. Consistency is important: I remember when the Motrin/Twitter Momscontroversy erupted, well-known blogger Louis Gray had a great blog post on how “Brand Reputation Management is Not  a Monday-Friday Gig“. The same applies to social media in general. You can’t say, I am taking the week off, so the corporate blog can languish until I get back or the unhappy customer who has been tweeting about a product issue will just have to wait. When you’re doing it for your business, you have to make sure the show goes on regardless of  what’s going on in the background. Can you imagine, shutting down your company website just because the guy who manages it has gone on vacation? That becomes even more critical for social media, which is a much more dynamic media and people expect consistent real-time updates.
  3. It’s a team sport:Unless you’re a company of one, your social media team should involve many other cross-functional folks. so that you are representing voice of the company not just your individual thoughts. Having an individual voice for a personal blog is fine, but ideally you want to have consistent messaging even through your social media channels. As a business, you want to ensure you’re not confusing your customers by having conflicting points of view from two different employees from the same company. To make the content authentic,  input on social media content should come from subject matter and content experts, not just the best communicator/blogger on the team.
  4. It’s not personal:Like it or not, enterprise social media is all about business, so companies shouldn’t go crazy trying to emulate personal blogs in their content and approach. Your company’s social media content needs to be authentic, by which I mean present truthful information without any marketing or PR spiel. Being professional is also right up there with authenticity. As your customer, I don’t want to know about your six cats unless I am buying cat food from you and even then, I don’t care unless the information is  relevant and interesting to *me*. Your customers come to you for value (no matter which social media channel you choose to use) and it’s your job to make sure you deliver that value..minus any spin or personal stories, please.
  5. You can’t fake it: I cringe when I see social media enthusiasts trying to conjure up a fictitious fun persona for their corporate social media accounts, especially when their company culture is anything but customer-centric. This warm and fuzzy approach works for companies like Southwest Airlines or Zappos, because their brand IS fun and customer-oriented, so are their employees. However, if your company is notorious for lousy customer service, no amount of cutesy tweets will help your cause.
  6. Last but not the least, it’s NOT free:When you’re writing your personal blog, it’s a fun hobby and since most social sites/tools are free, there’s no financial cost involved. However, if this activity is for a company account, it’s costing the company $$$ because the company still has to pay their employees, right?! So it’s essential to put some productivity and business outcome metrics around social media activities to ensure that these activities are aligned with company’s financial objectives and goals.

Enterprises are in business to generate value for their stakeholders, whereas personal/consumer social media activities are not encumbered by those responsibilities. Enterprises should ignore the social media hype and do right by their customers. They should leverage the social media sites/tools to deliver value to and engage their customer base even when it’s perceived as being “uncool” to do so.