It is a known fact that social media has completely changed the way we speak to each other, both to our customers and to our friends. Businesses with a big presence on social media have a strong competitive advantage and tend to be a lot more profitable. However, others still shy away from it because mistakes have been made, and they have had a significant impact on their revenues. So which mistakes are they?
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Being Boring
Once upon a time, businesses were formal corporations. While this still continues to this day, social media is informal and sociable. You may have business ethics of formality, your Facebook page is not an extension of your boardroom. In fact, it would be unacceptable to behave in that manner. Social media is about being engaging with everybody, and you cannot expect only those who wear suits and ties to speak to you, because social media is open. Unfortunately for you, “corporate” now means “boring” and boring is bad for business.
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Not Updating Properly
Second of all, if you use social media, you should use it properly. This means posting regular and frequent updates – but not too frequent or they will appear as spam. The postings should be original and engaging, and make people want to speak to you. There are situations in which you feel as if you literally have nothing to post. In that case, ask your followers how they are doing. This is a simple exercise that has a tremendous impact, making you more approachable and interesting straight away.
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Blocking, Deleting, or Not Responding to Rude Updates
The issue with social media is that anyone can say anything about you, and sometimes those things are not nice to hear. This is the point where you have to be ethical, which is legal and social media ethics expert Matthew Knouff‘s particular area of expertise. You can, and should, make it clear, for instance, that rude or aggressive behavior will not be tolerated. And you should make it clear that someone who breaches those ethics will be blocked and removed. However, you have to be very careful to not simply block and remove anyone who criticizes your organization either. Complaints are not the same as rudeness. If you are seen to remove those, you will significantly damage your reputation, and that type of information spreads like wildfire in the social media stratospheres.
Social media is a hugely important tool in terms of business growth, and it can literally make or break a business. Knouff believes that a focus on ethics is absolutely vital to ensure the outcome is that the business grows, rather than that it is destroyed. The above three mistakes are the kind of mistakes that can destroy any efforts that a company makes, and there are many more. Hence, Matt Knouff believes that a proper policy, which also focuses on methods of communication, language, and corporate ethics, must be created for all companies to benefit the most from social media.
