Business Writing and Social Media

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(Issue 22: September, 2009) by Mary Cullen

This month, Instructional Solutions celebrates 11 years in business. This anniversary issue examines the major business writing trend this past year: the integration of social media into business communication.

Is social media a valuable part of business writing or a lot of hype?

The short answer: it's both. Be sure to match social media to your business objectives, not dive in randomly.

What impact does social media have on all business writers?

• We must recognize some of our work is public.
• Reputation management is an important consideration.
• Care is needed. This does not mean we should retreat from engaged, networked information sharing and marketing, or present a falsely sanitized persona. Just the opposite: It means we need to be part of the conversation by becoming aware of what is being discussed:
• About our company or project or us on the Internet.
• Which issues are discussed internally on company intranets.
• Individuals need to ensure online professional documents are accurate and current.
  

FOR COMPANIES:
Even if your company doesn't want to participate in social media, conversations will occur with or without you. It's better to participate.

I recently began using a new vendor who supports a portion of our client communication. Our pilot with them went perfectly. Customer support was excellent. Then, I googled "company's name and evaluations," and nearly did not hire them.

One blog listed multiple complaints about the company, with many comments expressing frustration with customer support. I called this company and asked about the complaints. It turns out they were posted after a series of problems that have long since been corrected. Instead of ignoring the complaints and encouraging the discussion to grow, this company could have clarified this by simply commenting on this blog.

Best strategy:

• Stay informed about discussions occurring about your company or project on the Internet. Respond appropriately.
• TIP: an easy way to search discussions and mentions on the Internet is to set up a free google alert for your company name, product, project, or even your own name. (You can also set up alerts to stay informed about your competitors.)


FOR INDIVIDUALS:
There is currently a ridiculous level of hype about social media. Here are our recommendations about where to participate, to keep your business communication current. Do I need to use?...



LinkedIn - Yes. Every business person should list themselves on LinkedIn. It's your online resume and marketing tool. Recruiters and some collaborating companies consider it odd if you aren't there. A client told me they check LinkedIn regularly to assess potential vendors. Make sure your credentials, and those of your project team, are public and current. (Tips for using LinkedIn Most Effectively)



Facebook - Maybe. For some companies, Facebook is now the virtual water cooler and you may be cut out of the buzz if you do not participate on a personal account. Be sure your personal comments are not inappropriate for work if you are connected to colleagues. Companies can create Facebook pages.



Twitter - Maybe. It's good for making professional connections, learning new trends in your industry, broadcasting company news, and research. (Tips to get started on Twitter.) (Twitter Pros and Cons.)



Like it or not, this year proved social media is not going away. And, I'm actually very encouraged about the improvements this offers to social discourse.

The question now is: how do I best write and engage, to promote my work and my company and my reputation?

1. Match your social media use to your business goals. Don't buy the hype that every company and every business person is missing the boat if you do not dive in fully. Participate where it best advances your communication goals.
   
   
2. You know how to do this! The business writing course you took with Instructional Solutions taught you the major considerations all strong business writers follow when writing. Use the 6-step process. Writing in social media is exactly the same process, with a wider audience.

Grammar Error: Hunt and Correct

This paragraph contains an error. Find and correct it:

Social media is here to stay. No longer is the support for this coming only from techies, teens, and social media consultants. Forbes, Financial Times, Business Week and the NY Times even concur that in 2009, the mainstreamification of social media in business became official.
 
The answer is here.