Silence spells danger with social media
Constant comms. Social media is providing brands with great opportunities by helping different niches of their organisations reach target audiences. But those leaving abandoned Twitter accounts and Facebook fan pages need to be aware how detrimental this can be, says Burson-Marsteller in its 2010 Global Social Media Check-Up report, which covers the activities of Fortune Global 100 companies in the realms on Twitter, Facebook, YouTube and blogging.
More than three-quarters of the top century of firms in the rankings are using at least one of the social media platforms reviewed to actively engage with stakeholders. However, just 20% of these companies are utilizing all four platforms to engage with stakeholders.
And some accounts simply aren’t active.
“We found many social media accounts that link to the corporation’s home page, have the company logo, and many even have hundreds or thousands of followers, but not a single tweet or post,” B-M says. “While these accounts or fan pages may be genuinely hosted by the company… they are denigrating to the company’s presentation of itself in the social media space.
“While a company may be holding onto a Twitter handle while determining what their social media strategy should be, silence may be more deleterious than using the page to post press releases and other basic corporate materials while a more sophisticated strategy is being figured out.”
B-M advises brands to conduct a ‘Social Media Check-up’ to ensure they know their current online positioning. That will enable them to develop a strategy that meets business goals and is measurable.
“Develop a social media strategy that is based on overarching business objectives. This is critical to ensuring a cohesive brand voice and corporate message. This strategy must include resourcing and budget that reflects a commitment to engaging in social media continuously.”
