Why do you need a social media consultant?
- 17 Comment
Case in point. I recently received this urgent email:
Hi Sarah! I am in desperate urgent need of some advice please. I just launched <removed> onto Facebook today. That’s a good thing, right? Well, I really thought I’d set my Wall Settings to NOT allow anyone to make any comments on my posts. Already people are making comments! I really don’t know what I’m doing wrong. So confused. When I visit the “Wall Settings” page it LOOKS like I’ve set it up correctly.
While so far the comments are positive, once <removed> and the wider community starts getting on our Facebook page it’ll just be a matter of time before I become inundated with comments to respond to …. and some of the comments turn ugly.
I hope you can understand why I really can NOT let people make comments. This could become a big problem very quickly. Not only will that become a massively time-consuming task for me to constantly monitor the comments (time which I truly do NOT have, unfortunately), but I’ll end up having to censor/block certain posts or people. I really DO NOT want to have to censor people!
I emailed Facebook administration an hour ago to ask for help. But my heart is racing. I emailed thousands of <removed> today telling them to join our Facebook page, and we made a special announcement to all of our <removed> too. The more people who become Fans before I get this problem solved, the more people who will notice when I finally solve this problem and block comments. Please help me Sarah! I don’t know who else to turn to.
When jumping into social media please remember that it is social. This implies conversation, engagement and two-way communication. If you want to have a site where you can post information (and not allow people to respond) I recommend using your website.
Before integrating social media as one of your communications and/or community relations tactics, I typically recommend businesses (brands, etc) begin with a strategy. What do you want to accomplish? What is the opportunity? How does this fit your current social media strategy? Once you know that, then think about work flow. I think you recognized after launching the page that it takes time and energy to maintain. When you enter the world of social media, you make a promise to be available in another platform. The third thing we typically talk about is social media policy. This includes:
- How employees can (or not) use the tools
- Time commitment staff will dedicate to outreach and response (e.g. Alerting the community that employees will respond to requests during the hours of X and X.)
- What to do in case of derogatory or otherwise inappropriate comments
- An exit strategy (VERY important if you decide to end social media use)
- Sustainability action plan (i.e. if you’re not there who is responsible and how do they use)Last, but not least, before jumping in to social media I encourage brands to think about their voice and “how” their social media presence will emerge. Is it the voice and face of the CEO or PR spokesperson? The logo?
- Strategy (what is your end goal)
- Policy and usage guidelines
- Work flow and responsibility
- Face/voice of online platforms