So, What’s Your Story?

Thanks to the generosity of my bosses at Parthenon, I recently attended the Online Marketing Summit in sunny San Diego. I sat through 30+ different presentations over a four-day period and learned how some of the largest U.S. corporations are using social media to define, defend, expand and promote their brands. I’ll share several ‘take aways’ with you over the next few weeks, but I want to start with this simple, yet powerful message: If your company deals directly with consumers, then you have no choice but to engage them via social media, in all its forms. Because either you tell your company’s story online or consumers (and your competitors) will do it for you — and you may not like what they have to say.

Here’s the really daunting part: you have to engage your consumers online — out in the open — for all to see. You may be hesitant to do so, but the Internet demands transparency and those who refuse to play by the rules of social media can cause themselves more harm than good.

Most companies avoid engaging in dialogue with consumers online out of fear of complaints or criticisms being viewed by all. But if handled correctly, consumer complaints can actually be your company’s best friend. Here’s how:

1.       Consumer complaints can serve as a “canary in a coal mine,” acting as an early warning alert of problems with your products, services or business practices. Addressing those problems immediately can keep them from growing out of proportion or costing you business.

2.       All companies make mistakes. But if consumers see you openly admit your mistakes and then take action to make things right, you earn those consumers’ respect and trust — and their business. And, in the process, you build your company’s reputation for integrity and honesty.

Sounds easy, right? In reality, creating and executing a successful social media policy requires significant planning and coordination across your company’s entire operation. It’s not something you can throw together or run on autopilot.

So, what’s your company’s social media policy? Have you dedicated the resources — personnel, training, time and money — required to engage consumers online? Do you know which social media tools are right for your company and how to use them? And what’s the story you want to tell online about your company?

If you have solid answers to all of these questions, congrats — you’re way ahead of most of your competition. But if you don’t have all the answers or aren’t even sure where to begin, then give us a call. We’re experts in engaging consumers in online conversations and would be glad to help you out.