Social Media Myths

I came back from a hard business pitch a few days ago. It was tough, but I know we are being seriously considered to implement and run what hopefully will be a hard hitting social media program. The potential client was (before we pitched them), very afraid of social media.

Here’s some points we made in response to their concerns

Concern One
Employees will waste time with social media.

Point
Some large corporations block their employees from accessing the internet altogether. Others try to block employees from accessing personal e-mail or social networks such as Facebook or Twitter during office hours. In May 2009, there were some 34 million smartphones in North America. That's a lot of internet access available - everywhere -- and employers can't stop their employees from accessing the internet on breaks, at lunch or in the bathroom

Workers value and need internet access – and its value is far greater than the threat of lost productivity. Companies can make policies and rules about personal use of the internet, but blocking it during work is just stupid.

Concern Two
Haters will damage our brand.

Point
“What about the haters?” is what I say. “What if people say bad, mean, nasty things about our brand?”

Well, be honest with yourself, there may be things you need to change about your brand, and in that case, thank them sincerely for letting you know what they are. Then – make the necessary changes.

If you have built an online community that includes people who don't hate you, that community will defend you and handle any problems with respect to people that you think “hate” you.

Concern Three
We'll lose control of our brand.

Point
Reality is that every person with a computer has the tools to make their opinion about your brand heard by others. They're already talking about you. You can no longer be in absolute control of your message.

Your workers are talking about you in closed Facebook groups to keep you out so they can talk about you in peace. Your customers are e-mailing, using Twitter and Facebook, and – the evergreen -- calling their friends about their experience with your brand. You don't have control. You might as well join the conversation. At least that way you can influence what is being said.

Concern Four
We're scared of giving away corporate secrets or that information on social networks will affect our stock price.

Point
Nonsense. If you don't already have a social-media policy, you should create one now. If you don't trust your employees to talk to customers, or to represent the brand, you have issues far greater than looking at social media. You don’t need us … you need to look at your hiring and training practices.

Concern Five
We’re scared we’ll be sued.

Point
Oh puh-lese. Change your meds!