by | Jun 6, 2014

Social media is an essential element of the online marketing mix. If for no other reason, companies must engage in social media because it impacts search engine results. Other benefits derived by being active on social networks are: more engagement with prospects and customers, ability for content (such as blogging) to cast a wider net, brand building, market research, and the list goes on.

When properly leveraged, social media is a powerful force within an organization’s online marketing activities. However, if executed haphazardly or without a sound plan, it can lead to negative consequences.

There are accepted behaviors and etiquette that must be observed for social media to have a positive business impact. Ignoring these rules of engagement can lead to adverse results: a loss of reputation, negative comments or online ridicule, inconsistency in brand positioning, and lost customers.

Here are some important “rules of engagement” when participating in social media networks as a business:

Authenticity

Social media activities must be authentic and aligned with what an organization stands for. It does not take long for online communities to “out” organizations that do not practice what they preach.

Transparency

Social activities must be transparent; organizations that try to withhold information from an online community will feel its wrath.

Credibility

Being active with social media is ultimately about building online authority. Therefore, social media content and conversations must be deemed as credible.

Participatory

Once organizations commit to social media, they must be active and willing to engage by offering insights, opinions, feedback, responses to questions, etc. Online communities expect organizations to participate in a dialogue.

Not “Salesy”

People do not participate in social networking to be sold. Content must be perceived as valuable or compelling, informative, engaging, entertaining. This is how a positive online reputation is established, which has a direct impact on how an organization is perceived.

Personality

Organizations must establish an online personality or voice that reflects its beliefs, attitudes, and how it conducts itself.

Positive Online Citizen

Information sharing, acknowledging/recognizing others, thanking people, pointing people/linking them to valuable sources of information, promoting charitable endeavors; these are activities that demonstrate an organization is committed to being a positive contributor.

Respectful

Organizations must behave respectfully, regardless of what is being said by its online communities of interest or competitors. Being respectful means always taking the high road, and not being too glib or irreverent because online communities can misconstrue this type of communication.

Privacy

An organization should never compromise the privacy of its online community. Doing so will create a significant negative backlash.

Engaging

Use humour, contests, games, various content types to engage communities of interest.

Responsive

It is imperative to know what your communities of interest are talking about online, and if necessary, to respond in a timely and positive manner.

Organizations must answer promptly to issues such as complaints, negative comments, and bad press in a non-defensive, proactive manner, and must always follow through on its stated commitments.

The Bottom Line

In the current marketing environment, you cannot ignore social media; it must be part of your online marketing strategy. Just make sure your approach is well thought-out and based on generally accepted rules of engagement. Being mindful of these behaviours will ensure that social engagement produces positive, not negative, results.

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Ben Molfetta
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