Skinman's Guide to Social Media

June 3, 2010

1. Can your company benefit from Social Media?
Yes! I think all companies can. From a point of branding or brand awareness the social media outlets can really give you some value. It can be additional website traffic, company transparency, or actual specials and sales but let’s face it the more people that see your name on the internet the better.

2. What is considered Social Media Spam?
To Spam you could use these tactics. http://en.wikipedia.org/wiki/Social_networking_spam but don’t. You should be personable in sending your messages and don’t overdo it. Sure you can send a special or an interesting fact a few times especially if you have customers worldwide. You can always use the time zone excuse because most social media posts aren’t sticky and will be easily overlooked. The key is not using scripts to do your work for you.

3. What are some good tools to help?
I live on Hootsuite. www.hootsuite.com . This allows you to queue up tweets, Facebook status posts, and linked in conversations and I am sure there are more options on the way. Am I contradicting myself? No, because you still have to type in your updates and then schedule them according to your time zone needs. There are other great tools within Hootsuite for link clickthrough metrics and savable searches so you can keep track of what people are saying about you and also what your competitors are up to and what people think of them as well. It has a built in URL shrinking and photo uploading option also. You can have multiple users and granular security for those users. All in all, Hootsuite is a very valuable free tool for corporate social media.

4. If you get some bad feedback what should you do?
Take a deep breath, put on your big kid pants, layer on some thick skin and then think about your response and what you might say. Then take another deep breath, re-read your response 3 or 4 times and then try to make contact privately if possible. See if there is something you could have done better as sometimes constructive criticism can really help your company. If your attempts to make contact privately fail then you have to decide if a public response is necessary. Sometimes this can be a good idea and sometimes it is better to just let it fade. You have to use a little common sense on this one. If there are multiple posters on the same issue then a public response can be a great thing. If it is a single angry poster and the private requests fail then it is probably just better to let it go away on its own.

5. To support or not support?
I firmly believe that social media and social support/customer service are two very different things. The twitter account for SoftLayer is www.twitter.com/softlayer and I try to have a little fun, show a little transparency to our fans and customers, offer a special occasionally, but mainly try to get some traffic to our corporate website. I try to stay far away from customer support and only do light customer service. We have many other traditional ways to get support and service that our customers need to continue to use. In my book, if a customer has to resort to social media to get some attention from our sales or customer service teams, then we have already failed.

6. Have a little fun, have a personality
Now that you have the tools and know what to do and what not to do, have a little fun. Have a scavenger hunt, send out some swag, make a few friends get some followers and get to tweeting. Personality can go a long way in getting people interested in what you and your company are up to. Once you get it going it just becomes more and more fun. Look at the bright side there are much worse jobs you could have in the world.

-Skinman

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