Media plan integration

What is true for different types of Social Media also holds for the relationship between Social Media and traditional media: Integration is key! While you may consider these two arenas to be completely different, in customers’ eyes they are both part of the same: your corporate image. Consider the actions of soft drink giant Coca-Cola. In June 2006, a pair of performance artists shot a video featuring a series of geysers they created by dropping Mentos brand mints into 2-liter bottles of Coke; the clip became a major hit on YouTube. Realizing customers’ enthusiasm for this performance, Coca-Cola fostered the sensation by airing the video on late-night television and ensuring broad digital distribution across different content communities. Besides the advantage of high impact/low cost media coverage, the campaign also resulted in a measurable sales uplift.

Access for all

Although this might sound elementary, once the firm has decided to utilize Social Media applications, it is worth checking that all employees may actually access them. Commonly, firms block Facebook, YouTube, and Second Life on corporate PCs for fear that staff might spend too much time networking instead of working. While this is certainly a consideration, it cannot imply that employees must have special permission to be able to access the company blog. At the same time, there is a need to curtail the possibility of the entire organization spending all its time producing funny videos and uploading them to YouTube. One possible approach involves defining groups of employees whose primary objective is the management of corporate Social Media; all other staff members are treated as occasional participants. Under this scenario, the first group is given administrator rights—which allows the opening of new discussion threads and deletion of inappropriate posts—while the second group is not. Also, at some point, it will be necessary to develop certain guidelines for Social Media usage; as done, for instance, by “Big Blue” IBM, which has a corporate charta for appropriate behavior within Second Life. For example, it is important to highlight that every employee needs to identify himself or herself as such when posting a comment on the corporate blog. Otherwise, end-consumers could get the impression that anonymous accounts are used to enable employees to post fake messages and overly-positive feedback, which could severely damage the credibility of your whole Social Media campaign.

Five points about being social

Be active

If you want to develop a relationship with someone, it is always advisable to take the lead and to be active. Social Media are all about sharing and interaction, so ensure that your content is always fresh and that you engage in discussions with your customers. Consider the aforementioned blog kept by Sun Microsystems CEO Jonathan Schwartz. Via this outlet, the figurehead discusses—on an ongoing basis—his corporate strategy, new product development projects, and company values, and replies directly to correspondence received. In considering your Social Media efforts, be aware that firm involvement must extend beyond responding to negative comments and defending product offerings. Social Media is less about explaining why your baking mix, detergent, or shampoo is better than anyone else's than it is about engaging others in open and active conversation. Participants on Social Media applications have the desire to actively engage and to become both producers and consumers of information, so-called “prosumers” (Toffler, 1980). Be considerate of this need and act accordingly.

Be interesting

Let's face it: nobody is interested in speaking to a boring person. As such, if you would like your customers to engage with you, you need to give them a reason for doing so—one which extends beyond saying you are the best airline in town, or manufacture the most robust kitchen blender. The first step is to listen to your customers. Find out what they would like to hear; what they would like to talk about; what they might find interesting, enjoyable, and valuable. Then, develop and post content that fits those expectations. Coffee powerhouse Starbucks, for example, created the “My Starbucks Idea” platform, via which customers can submit new ideas for the company. These ideas are subsequently voted on by other users, with the winners being considered for implementation by Starbucks top management. As stated by Oscar Wilde in his novel, The Picture of Dorian Grey: The one sin for which there is no forgiveness is ennui.

Be humble

Never forget that Social Media existed before you decided to engage in them; indeed, in many cases, even before you knew about their existence. In this light, do not expect that you know better how to use them than others who have spent countless hours on Facebook or Second Life, for example. Before you enter any application, first take some time to discover it and to learn about its history and basic rules. Only once you have gained the necessary understanding, start to participate. When aerospace and defense firm Boeing decided to launch its first corporate blog, the site was designed such that users were not allowed to comment on what they saw. Yet, interaction and feedback are critical elements of all Social Media, blogs included. Hence, many readers perceived the Boeing blog as a fake, and simply corporate advertising in disguise. If there is one certain path to failure, it involves thinking that Social Media is just about posting existing TV spots on YouTube or putting prefabricated press announcements on corporate blogs.

Be unprofessional

Have you ever noticed that in Hollywood blockbuster films, it's not usually the handsome guy who ends up with the girl, but rather the clumsy, charming one? The same goes for Social Media, and firms would be wise to avoid overly-professional content offerings. There's no need to spend $100,000 to design the perfect MySpace presence, or hire a professional writer to manage your corporate blog. Instead, try to blend in with other users and don’t be afraid to make mistakes! Bill Marriott, Chairman and CEO of the Marriott International Hotel chain, uses his blog, for example, to post regular updates and stories from his travels to Marriott properties around the world—very much in the same way as would a work colleague when describing her last vacation. Social Media users are people like you, who understand that things do not always go smoothly. And, if you’re nice to them, they may even give you free advice on how to do it better the next time.

Be honest

Last but not least, be honest and respect the rules of the game. Some Social Media—such as Wikipedia—may not allow companies to be involved, so do not try to force your way in. Consider Anheuser-Busch, owner of SeaWorld marine mammal parks. Anheuser-Busch tried to “rectify” misleading information on Wikipedia through the use of PR firms, and failed miserably at it. Never expect that other participants may not find out who stands behind some anonymous user account; after all, you’re dealing with some of the most technologically sophisticated people on the planet.

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