Is Social Media a Phenomena?
Some people think that Social Media is just a passing fad; many are the same people that thought the Internet was a passing fad in the mid-late ’90s. Whether Social Media is a passing fad or not; you cannot afford to ignore it, because it will not ignore you!
You Cannot Ignore the Power of Social Media
Companies large and small are learning the lessons of Social Media. What they are finding is that Social Media provides happy and unhappy customers, clients, and patients with an opportunity to comment about products and services.
Participating in Social Media provides organizations the opportunity to respond to customers, correct misinformation, clear up confusion, and resolve issues. Left to its own device; Social Media can create major problems. Organizations must have a presence and monitor the information on the Internet that pertains to them.
I just read a Blog article by Augie Ray, a researcher for Forrester Seven Things Your Organization Must Do Because of Social Media. The article starts with the statement that when the Internet started businesses asked the question: What can the Internet do for my business? The question they should have been asking is: What can the Internet do TO my business? That second question must be asked today in regards to Social Media: What can Social Media do TO my business?
What is YOUR attitude toward Social Media? Do YOU look at it as a waste of time and a passing fad?
Passing Fad or Not Social Media Cannot Be Ignored
The reality is that Social Media cannot be ignored. Organizations whether they like it or not, have a Social Media presence. That presence can be created by the organization or the organization can leave it to be created by someone else.
If left to someone else the presence may or may not be what the organization wants. If it is not what the organization wants, they must take action to counter the negativity or correct the situation. Being on the defense does not allow an organization to work from its strengths; it is now playing by someone else’s rules.
An intelligent organization wants to play from its strengths and therefore must be proactive in the Social Media arena. Organizations cannot wait until they must respond, they must be building their presence from the beginning.
The world is changing rapidly and organizations must be changing along with the world. Look at the situation with Movie Gallery/Hollywood Video or Blockbuster. These are example organizations that have not changed with the times and have either lost the battle as in the case of Movie Gallery/Hollywood Video or are losing the battle as in the case of Blockbuster. Although these failures are not directly related to Social Media, they are the result of the Internet and new technologies.
Current failures related to Social Media include BP with the Oil Disaster in the Gulf; Nestle/Greenpeace over Palm Oil; or the potential disaster for Toys ‘r Us and the fact they ignore customer comments on their Facebook Page. The cost to these organizations in actual dollars, publicity, and public relations is huge; can you and your organization afford those problems?