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.