Companies are still struggling to understand social media and where it could fit into what they do and how they do it. Many organizations act too quickly or don’t act at all and face the consequences.
It’s not just about them understanding social media either. Companies need to understand their current situation, where they want to go and determine the appropriateness of incorporating social media in their efforts to get there.
They need to develop a strategic plan to cross the chasm between their current situation and the end goal. That plan should describe the overarching strategy and the tactics involved in moving the company forward and the plan may or may not incorporate social media depending on whether or not it was deemed appropriate for the company or aligned with their strategy or tactics.
Some companies aren’t ready for it and may never be. Social Media demands that companies not pay it lip service. It demands two-way conversations, transparency and responsiveness. Some or all of that may prove to be too much for companies.
A company’s readiness for using social media also includes something as basic as staffing. They need to have the right people dedicated to the effort and the right quantity. Giving community management and twitter outreach, for example, to someone in marketing who is already overwhelmed is an approach destined to fail. Giving social media activities to someone or some people whose first inclinations are not being social will also prove to be a failure.
Social Media engagement can be a 24/7 endeavor so companies need to prepare accordingly but they can also wade into things slowly by taking on only what they can handle and ramp up over time. Some say, “Go Big or Go Home” but if you “Go Big” and aren’t ready for the possible onslaught then you’ll be “Going Home” whether you like it or not.
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