The larger a company is, the more it may feel it has to protect itself. This is a valid first reaction, but don't let it keep your company out of the conversations that could be building your brand. If Ford, Starbucks, Pepsi and even Old Spice can find ways to win by reaching out to consumers online, then you have everything to gain by jumping into the waters of social media marketing.
The largest perceived threat of social media to companies is loss of control around content. The reality is that there is no control over content created outside the company that shines either a positive or negative light on the company. But monitoring, listening, and engaging in the conversations about your company, your industry and your community pays ongoing dividends that only help if negative conversations ever arise.
Internally, systems and policies can be developed to structure communications in ways that eliminate the threat of sensitive internal information being spread while still participating in conversations with consumers that develop a higher level of brand awareness and interest.
For big corporations with multi-levels of management and a top down decision making culture, before you even create a Twitter account, you need to have a clear chain of internal communication as to what your messaging will be, how conflicts will be resolved and how to quickly take advantage of opportunities. In social media flexibility and speed are the norm. You can't wait hours or days to respond to a tweet or a Facebook comment.
This point is very important for companies in industries that are regulated and therefore have legal issues to weigh in with how they communicate online. By laying out a social media policy that covers most possible scenarios that a company may face, risks can be eliminated and community managers can dive into conversations with consumers with confidence that their words will be building more fans for the company. Decide the answers to questions like: Do your responders know what they can and can't say? What comments do you let go? Who says what about different areas of the company?
If there is a chance that your company is not committed to ongoing conversations online, or that you prefer controlled messages that have to be approved before going out, then it's time to look at how you can create a strategy that balances out how to use social media to achieve your business goals while fitting into your company culture. Simply giving your consumers a place to share what they like or get frustrated with about your company, and then communicating as a human and not an unemotional roboton, will score points in your favor with the public. People want to be understood and they hate to be ignored.
I have seen Twitter accounts that don't acknowledge consumer complaints, Facebook pages that don't respond to inquiries that could help them to make their brand shine and neglected company blogs that have outdated information. An unanswered question, or a lack of response showing that the company cares to a complaint, on a social media site looks like a statement of arrogance and disinterest that's sitting on the Internet 24/7 as publicity for how that company operates. It's worse to have a presence with no response than to not have a presence at all. Don't let them hear crickets versus showing that you're listening and trying to help.
By going on new media, you are signaling that you are hip, with the times, and you are aware that online communities are talking about you. You're telling customers that you're interested and they're going to be grateful to be able to support you and connect with you online.
This article was originally published at Oxstein Labs.