The recent explosion of social media in business, as well as in personal lives, has created a comfort with this type of communication that can be extremely beneficial for business to business (B2B) as well as business to consumer (B2C) sales. However, without the support and training offered by a social media consultant a company is also running the risk of making tactical mistakes that may actually drive down their branding and recognition efforts.
Sometimes it is the very comfort people have with social media which creates a problem in business. It is essential in business communication, particularly on public platforms such as social media, that professionalism and a clear, consistent message is always the focus.
There are several risks or potential errors that companies, particularly mid to large companies, make with regards to social media. Bringing in a social media consultant to help to develop a strategy and monitor its implementation can help to avoid these risks and errors as well as maximize the potential.
Have a Plan
The first thing a social media consultant will want to see is your plan for maximizing the potential of these sites. Most businesses, even those with a strong online marketing plan, don’t include social media in their strategy.
When this happens, there is no consistency between the marketing and sales plan and the comments, advertisements and interactions on social media. In a worst case scenario conflicting information may be found on different platforms and sites, which will result in lowering the company reputation and trust.
Have People in Place
Along with a plan, it is also critical to have the right people in place to handle your social media campaigns and ongoing presence. Understanding how to match people with this very demanding and important part of your marketing program can also be addressed through a social media consultant.
Too many companies leave the actual posting and commenting to random people in the office. This can not only lead to inappropriate and potentially problematic comments being left online, but it also creates a lack of consistency and professionalism around the company brand.
As a B2B or a B2C company, you need to have top professionals in place that can provide information, understand the questions posed on social media, and can engage potential leads in meaningful dialogue. With a social media consultant as part of your training team, your staff can develop these skills and avoid these common mistakes.
