Recently, I was speaking to an industry group that hasn’t really done much with social media as a whole. It’s really not the group’s fault; this industry just happens to be heavily regulated when it comes to its communication to investors and end-users. But not surprisingly, as end-users have become increasingly active on these channels, the industry is now being dragged head first into social media and confusion seems to be fairly rampant.
At the event, I fielded many questions about the concerns these people had about social media. As most of these questions revolved around strategy, and how to avoid any number of potential disasters, I couldn’t help but think how managing your company’s first social media campaign was just like sending your child off to their first day of school.
I know at first this may seem like a stretch but try to think of your “brand” as your first born child. As a marketer or public relations professional you protect it and you try to strengthen it with the right messaging, all in the hopes that your brand will grow to become something special. Of course, you are also nervous about sending it off to the public and losing complete control. It’s a scary world out there, and people can sometimes say things about your brand that it may not want to hear (like the first time your child comes home from school crying)!
Now, I am not the type of person to say that you have nothing to fear about social media. Running a social media campaign without a sound strategy is as foolish as sending your child off to school unprepared. The reality is though, that letting go of some of your control might be exactly what will strengthen your brand, as long as you take the necessary precautions, act intelligently, and monitor it closely.
By venturing into the social web with the right frame of mind and purpose, your brand will begin to learn things about itself that it may have not known before. By allowing your brand to be surrounded by open discourse and direct engagements with end-users, you will uncover new opportunities, and current brand reflections, that will only stand to benefit your marketing initiatives over time.
Remember, as your brand interacts with others, it has the ability to grow. Home schooling is rarely the best option.