Successful Social Media relies on a whole bunch of things. Apart from the “mentioned to death” traits such as consistency, engagement, content and great quality, the one almost invisible trait, is passion. Most if not all companies that have great social media have true passion. They have passion for their brand, their product, their industry, the quality and level of their service, everything. While I think this is an essential part of social media as a whole, (business and personal) there lies a clear and present danger underneath.
Now whether you’re a seasoned social media veteran or a “just about to start” rookie, passion can eventually take your business to the top of the online marketing world, but sending it crashing down with just a click of a mouse button. We’ve seen it all before, and we’ll continue to see it again (it would be safe to assume MUCH more frequently) how a successful business can be left picking up the pieces after a wayward tweet or an abrupt Facebook update. If you’re a small business, this could be enough to make you want to close your doors.
So how can YOU avoid making this mistake?
stop, collaborate and listen
I work with someone who’s thought to mouth process is virtually direct and instantaneous. What she thinks is what she says, and even though some people say that’s a good trait to have, she’s put many a person offside with her blatant words irrespective of the delivery. Now the “average” human being has a number of filters in place so that a thought conjured up in the brain, travelling to mouth, has to pass these “tests” to see if what wants to be said, should be. This process should be exactly the same for your tweets, Facebook updates and blog posts.
It is well known that content that bunks the norm, is controversial, and is extremely one sided are generally the more talked about and so you really need to find the balance of good genuine content and “writing it like that” just to get a response. After all the typing is done, stop and read it. More than once, more than twice, if you’re a little unsure, don’t even tweet or publish it just yet, and wait for the next day.
Now this may seem something that’s easily done, and for the most part it is, but if you’re in the thick of a heated twitter conversation, or are trying to defend yourself on your Facebook page, the filters from your head to your fingers can magically be dropped. And this is where you get in trouble.
So write what you want to write (regardless of social media platform and sometimes it just helps to get it out of your head and into text), but before you push the button to send it on its way, stop and have a think about it.
you say it best, when you say nothing at all
In almost every heated discussion whether it be face to face, over the phone or online, there is a “point of no return”. It’s that one comment that once out there, totally changes the dynamic, totally changes the rules, and totally turns the once civil discussion, into an attack. It’s usually the last words before someone gets hit or someone gets hurt. Unbeknownst to the participants of any heated discussion, this is usually the direction that most take, and it takes the stronger person to walk away with the “we’ll have to agree to disagree” mantra.
So if you think that you’re locked into a battle that will never have a clear conclusion, walk away. Accept the fact that everyone’s entitled to their own opinion and convey the message that even though the “other side” may have valid arguments, it’s not enough to sway your mind.
This is paramount in the social media space as it’s all too easy to react “guns drawn” to any comment questioning or attacking your business. Address each comment personally and always have the integrity of the business in mind. Even if the claims are false or highly exaggerated try not to be led into an argument. Usually, the one posting this information is wanting you to bite back and this is where it can turn ugly. If it comes to it, swallow your pride, admit no one has “won” and let it go.
If it is indeed false, the truth will eventually come out.
why working in an abattoir means you shouldn’t bring your daughter to “take your kids to work day”
You shouldn’t mix business with pleasure so create your own personal social media. Though this sounds like a total hassle (and sometimes it is) I would HIGHLY RECOMMEND creating personal social media logins, if you have not done so already. This is probably the most effective way to give you freedom of speech online, but bear in mind this saying “there is no privacy on the internet”. Now what I mean by this is that the internet is great big dirty old elephant; it never forgets, and not only that, those savvy enough (and let’s face it, my 4 year old daughter is savvy at her age let alone when she starts up on social media) will be able to find out anything and everything about you.
So let’s say your company (one that helps international students study) is doing a bang-up job with its social media, to the point where much of your business is now being obtained from it. You’ve done the right thing and have your own social media platforms to “socialise” with the world and are doing so with vigour, participating in online forums, debates, hang-outs and you’re loving presenting “your side” on things. A particular topic that you’re passionate and opinionated about (reducing immigration) has popped up on a forum you frequent. Many heated posts are published (and deleted due to swearing) and your eventually left happy with the result silencing your naysayers into believing them that you’re right. One nosy member decides to dig your online profile and finds out you run a business helping immigrants. What’s going to happen now?
So not only should you keep your logins separate (preferably not linked in any way, anonymous is an idea), but you should adhere to steps 1 and 2 at the same time.
These are just 3 things that you should keep in mind for the next time you’re “challenged” or “attacked” on social media. Naturally being an online medium, people develop “cyber” muscles and those who are usually quite placid and relaxed face to face can be quite rude and obnoxious online.
Social media has brought about a public level of intimacy never seen in the online space. A website is no longer just your online sales brochure, but just a small part of your entire online presence. No longer can you hide amongst email complaints and abusive phone calls as dirty laundry is now aired publicly. The internet just got personal.
If you have any more tips on controlling your “online rage” please let me know by commenting below and if you have any specific questions about how social media can help your business, drop me an email.
Also, if you want to be informed of the latest posts and news about social media, please subscribe to my RSS feed, or join me email group with big bright pink box in the top right hand side.
dEx - gossip ink social media
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