Exploring the Impact of Social Media
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Whether you plan to use social media for better PR outreach, marketing, or just listening to what customers have to say, the social media tools you use can play an important role in your business. What’s equally important is who uses those tools in your company’s name. Should you handle social media profiles yourself, or should you turn to a professional who can help you develop a solid social media strategy? [click to continue…]
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Uh oh. I used that little taboo term in social media, didn’t I? “Control.” Companies want some level of control but customers don’t want to be controlled. That’s understandable. What leaves me scratching my head though is when I see so-called social media experts telling business owners and executives that they should just let it go — that their customers control their image online now. So. Not. True.
Here’s a dose of a reality for you (because who couldn’t use a wee bit of that?). YOU control your image online. YOU control your image across the social media landscape. The only way others control your, or your company’s, image online is if you become complacent and just sit back and let them. You’re not that foolish though, are you?
How Important is it to Control Your Image Online?
It doesn’t really matter if we’re talking about online or off. Your image is important. Your company’s image is important. It’s how your audience or market sees you. It determines what they think of you. It influences their trust in your company. It sways purchase decisions. Yes. Your image is important.
You don't have to let go and just hope for the best. (Credit: BigStockPhoto.com)
You can’t afford to trust that image development or management to the social mob. You can’t build a marketing plan around what they may or may not say or do. You can’t set goals or focus on your company’s mission when you’re always worried about the “what if.” What if people post negative reviews on social networks? What if people don’t blog about us favorably? What if? What if? What if? … Who cares?
Okay, okay. You should care. I’ll give you that. But you shouldn’t mistake the ability to participate in conversations for control over your company’s image. Think of it this way — all of your customers, readers, or whoever your target audience consists of are like this big conversational sea. It might be calm one day and you might hit rough waters the next. But either way, you’re always at the helm. You have the ability to steer or influence the image your company portrays. [click to continue…]
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