This month I read Likeable Social Media by Dave Kerpen. It’s a good book for those who are just getting started with social media, especially companies who are wondering if social media is right for them or why it’s worth joining. For those who have social media experience, it’s a good reminder about best practices when using social media. It definitely does address some of the questions of what it takes to be likable in business and on social media. As always the rules of posting consistently, knowing the network and being social are always recommended by the author, but they also included some other good insights as we’re looking towards the new year and maybe the next level of social media.
One of the things that I really appreciated that was discussed in this book was a real life example of what a tricky company can do with social media. Tricky companies include those who are in very regulated industries like medical or financial, or companies that offer products or services that are considered boring or strange like storage or incontinence. Dave shared an example of a medical company that primarily used social media to listen and hear what people were saying about company/product/service keywords and specifically about their brand. It’s a great way to use social media even if you can’t do a lot with other aspects of it since people do post reactions and insights that you can learn about what people think about your product or are in need/want of that you offer.
Second, the book talked about how social media is one of the newest ways to provide feedback to brands and for brands to provide customer service. It’s also the new version of word of mouth that people use to share with each other the companies they do and don’t recommend. The big difference between feedback in the past is that it wasn’t available for everyone to see, and now it is. Filling out a feedback card in the past gave the feedback just to the company, now it gives it to the company and all of your connections, which can be a very good thing for both the company and all of a person’s connections. Companies can do a lot of good or damage depending on the responses they give to questions and comments on their accounts, building or destroying trust and future business opportunities. With social media the grapevine got a lot faster and bigger, something that companies should work to their benefit rather than being scared of it or hiding from it.
Third, as I always remind my clients one of the biggest keys to being likable is being human. Have people clearly running the company page, respond in very human ways to comments and questions (avoid using canned responses), apologize, and respond quickly and helpfully to all customer needs. Real people use social media, and they want companies to be equally real with them.
Finally, I leave you with a bit of a warning from the book: social media cannot make up for a bad product, company or organization. It won’t instantly fix any/all of the marketing problems you may have or low sales numbers. It can be part of the solution, part of how you market and part of your future plans for how you support and connect with customers, and it should showcase your organization truthfully as the great brand that you are.
What are your new plans or commitments when it comes to social media in the new year?