Archive for March, 2009
When Executives View Social Media as a Teenybopper Playground
Saturday, March 14th, 2009 | Social Media | No Comments
It happened on a Friday. A fellow B2B marketer came to me expressing angst about a social media meeting he had with his company’s executives. “They just don’t get it,” he said. “How do they not understand the great opportunity that is social media?” After I calmed him down with a few empathetic remarks, I got to the root of the issue. My distressed marketing friend proposed setting up Facebook and Twitter accounts for his company. In his mind, this was a no-brainer. After all, EVERY other company was doing it and it would serve as another platform to strengthen brand identity. But despite his excitement and assurance in this endeavor, he was shot down by execs because they viewed social media as a “teenybopper playground.” Yes, I said it correctly, a teenybopper playground. The execs viewed the company’s proposed entrance into the social media realm as brand negligence because they perceived Twitter and Facebook as a forum for teenage and college coed gossip.I know what you’re thinking: Who are these executives and why are they stuck in the dark ages? I know, it is crazy to think, but this is not an isolated case of mistaken perception of social media. There are executives all across the country with this same mentality.
Despite the rampant media frenzy around Twitter and Facebook and the success so many companies have found on these social networks, some marketers will still have to face-and attempt to debunk-the misperceptions some executives have about social media.
So just how do you pave over this misperception and influence executives to get excited about social media? Here are five ways:
- Educate, Educate, Educate - The misperception of social media is rooted in its history. At one point in time, Facebook was in fact a college coed networking site. But this is 2009, and times have changed. Start educating execs about the change of the social media tide. Share articles (the shorter, the better) that speak to the many benefits of social media. Find other companies in your industry that are on board the social media train. Remember, consensus is a major influencer.
- Tie Social Media to Your Company’s Values - For example, most companies are adamant about building customer relationships. What better way to enhance customer relationships than instantly connecting with customers on Twitter or offering a Facebook site that spurs customer interaction?
- Preach Pioneerism - If your execs are claiming that your industry and its customer base aren’t ready for social media, preach pioneerism. With every movement, there are always the early adopters that pave the way for others. Every company wants to be “the first” at adopting certain products, practices, trends, etc.
- Seek Customer Backing - If you have the capability of sending out online customer surveys, simply ask if your customers would like to see your brand on social media sites such as Twitter and Facebook. If you can provide solid metrics which demonstrate your favored entrance into the social media realm, execs should give you the go ahead.
- Give Execs a Portal to the Social Media Experience - Offer to set them up a personal Twitter or Facebook account. Once they get a first-hand feel for the professionalism and networking capabilities of these social media tools, they should leave their social media misperceptions behind.
If you enjoyed this post, make sure you subscribe to my RSS feed!
