The debate is ongoing – is social media all it’s cracked up to be? Is it more effective for B2C or can B2B benefit too? Here are some golden rules for businesses looking to venture in to social media. Although not a comprehensive list, these are ten of the most crucial rules for businesses to consider:
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The most important thing to remember about social media is that it belongs to the communities that use it, not brands. There are already signs of clutter and communities need to feel that they are not being intruded upon by brands.
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If used properly, social media certainly has its place in B2B but communities have to be treated sensitively and respectfully. They need to be listened to, engaged with and not interrupted.
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Before embarking on any social campaigns, businesses need to prepare thoroughly. Having a social media policy is the first place to start. Make sure that the right people in the organisation are responsible for engaging in the social space. These people need to be passionate about their business, their customers, know their company policies, have the facts. If the wrong people are let loose, it could be disastrous. The organisation’s good name and reputation need to be protected and communities need to have their trust maintained.
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It’s recommended that individual personnel identify themselves, are responsible for what they say, and are real - anything less than genuine will be quickly detected.
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When airing an opinion, it’s advisable that it’s clear whether their view is their personal or professional one.
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If any errors are posted, it’s important that they are promptly corrected and made public. Conversely, if a member of the community makes an error, businesses would be wise to correct them privately (hoping that they will then go public themselves and set the record straight).
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Businesses need to avoid engaging in online disputes, sometimes keeping a safe distance from potentially inflammatory dialogue, and letting the community talk, is the better option.
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The same with knocking the competition: however tempting, it’s never a good idea to bash competitors (even if others are venting their feelings – leave them to it!).
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Sensitive information such as financials, client or supplier details shouldn’t be made public. Part of the social media policy needs to detail who in the organisation has ultimate responsibility for divulging this kind of information.
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The web has a long memory – before posting anything, remember that it will be “out there” for a long, long time.
In conclusion, consumers own social media and businesses that listen will benefit the most.