The following piece is focused on breaking the benefits of social media technology down to the most basic and simple form, intended to be a starting point for novices and a beacon for veterans. For more in depth strategies on building your brand on social, read our Social Media Pocket Guide.
It blows my mind that there are still people out there who have a hard time grasping why they should use social media both in and out of the workplace. Yes, there are a few issues surrounding social media, such as privacy and the potential to impinge on productivity, but like everything else, it’s all a matter of how you use it. If you only put out there what you are cool with the world knowing, and if you use it responsibly, those issues are moot, so let’s proceed as if we’re all using social media in a responsible fashion. Cool? Cool.
I once heard my father, the wisest man I’ve ever known and one of the most highly esteemed attorneys in the country, tell a jury something I’ve never forgotten; the truth is simple, and only when superfluous details are added does the truth become complicated and unclear. Therefore, if we always work from a place of truth, the other details can’t sway us.
Why is that important? Well, as we, the marketers and news tellers, dive ever more deeply into the expanding realms of possibility with social media, it’s important that we keep a firm grip on the core benefits (truths) provided by this medium and the technology that enables brands to participate. This will prevent the extraneous details from clouding these core benefits and diverting your team from their objectives.
What is the core of social media for business? First, let’s agree on two things:
Three primary pillars of social media are:
Technology is an evolving resource that allows humans to operate more efficiently, and efficiency includes going:
If we can agree on those two premises, let’s look at how social media technology facilitates content creation, engagement, and analytics more efficiently than any technology.