When citing reasons why companies should to embrace social media, consultants like to say that “people are talking about your brand, so you need to join the conversation.” While that’s true in many cases, it’s not that simple.
There are lots of brands that aren’t the focus of online discussions — especially for those that have never implemented a PR strategy or that tend to keep a relatively low profile. For PR people, that raises an interesting question: How do we deal with clients that aren’t inspiring conversations? On one hand, it means they’re probably not *terrible* (otherwise people would complain, right?), but they’re not outstanding either. At least not outstanding enough to generate positive reviews, feedback or chatter. In this case, silence isn’t golden. It may mean your company or service is just so-so, or not very well known. Either way, it’s not a good thing.
But, that’s precisely when PR people should suggest a social media strategy. Seize the opportunity to introduce yourself to the online community. Instead of letting a crisis force you into social media, take control and create a strong first impression.
Rachel Kay’s post today about measuring perception and awareness got me thinking about this topic. (Sidenote: I’d encourage you to read that to learn about measuring social media effectiveness.) Remember that you shouldn’t ignore social media just because the online community happens to be ignoring your brand. In fact, I say that’s a perfect time to jump in. What do you think?
Photo credit: irina slutsky