(Source) With every new development in social media, communications departments are faced with new challenges. If the end goal is to control the message – and that is the boiled-down purpose of communications departments – then the expansion and adoption of social media is a direct obstacle to that goal.
Everyone wants all the bells and whistles. That’s the new corporate tool. More bells, we like it. More whistles. Give us two of them. Social media marketing is cool? Hey, let’s try it.
Wait, not so fast. Did you know that with social media you can’t always control the message? In fact, the message might control you. Still want it?
That’s the question every company should be asking themselves. I’m not trying to say you shouldn’t use social media in your marketing strategy. I’m just saying that if you do use it, be sure you understand how to use it properly.
Social media is a powerful force. It can deliver a relevant message fast. Sometimes that relevant message isn’t so favorable. You could have a critic, an ex employee, a former customer, or the competition use social media to really do some damae. That’s why you should implement some kind of useful controls on its use and not get too happy too soon. Social media can be a powerful tool, but it can backfire on you. That’s why you need a good social media guide to help you along the way. If you’re looking, I’m available.
