Social media has been called a lot of things: unnecessary, fleeting, here to stay, influential. Personally, I use it primarily for what it was intended – keeping up with friends and family. Businesses generally don’t understand it and think it will deliver more than it can.
I often don’t recommend social media participation for business to business clients for a couple of reasons.
- What’s to guarantee that their customers are on social media?
- What does a “like” on Facebook mean to them?
- Is it the best way to get their message out?
- Is it consistent?
Some individuals might think I’m being negative when I ask these questions, but I don’t think social media is the be all and end all.
There is a place for social media among consumer product companies. It encourages two-way communication among customers and can build consumer loyalty, but there has to be a strategy behind it. Mostly, I’ve seen it used for consumer contests. I know what the strategy is, but isn’t it just a different way of delivering a contest?
But then, I’m in public relations and we have to be intimately familiar with all types of communication. To that end, we’ve hired Serr Her, a 2013 graduate in public relations to make JohnstonWells more visible in social media. Serr and I will work together to develop a strategy and he will be responsible for maintaining our Facebook, Twitter, You Tube and Instagram reports. He will make sure that we’re including social media in our recommendations to clients.
Serr is a traveler – having been in 43 of the 50 states and he’s a Colorado man. He hikes, snowboards, fishes and hunts and is a big Bronco’s fan. You have to be to live in Denver, don’t you?