On the flip side, however, there are times when social media venues can actually be counter-productive to a company’s plans to market its wares.
It is important for businesses to remember that social media is not always a good idea in touting what they can offer to consumers. There are in fact some risks involved that can set a business back if it is not careful.
While the risks can be minimal, they can include things such as the loss of data and proprietary information, computer viruses, and continued negative dialogue with customers that could put the company in a bad light.
For companies that are using sites such as Twitter to promote their goods and services, it is important to determine from the get-go if this will be handled by one individual or department or if a number of employees will have access?
Oftentimes, a company will put things such as tweeting company information in the hands of the marketing or PR departments, but some will also allow others in the office to promote the company when deemed appropriate.
If the postings will involve a number of employees in the company, then be sure to educate them on what is and isn’t acceptable.
When it comes to actually tweeting information, it is important for the company to provide original content. In today’s day and age, much copy is unintentionally shared among companies, so be sure that your tweeted content is original.
Secondly, do you know which audience you’re targeting?
Too many companies make the mistake of just tweeting at random, not focusing in on a targeted audience. If you’re in the auto business, don’t waste your time tweeting to those in the restaurant business unless you’re looking to inform them about delivery vehicles for food services.
Finally, keep your ear to the ground and stay in tune with the public.
There is nothing more irritating to consumers than leaving you a message on a company blog, Twitter page or other site and not getting any feedback.
As noted earlier, while you do not want to engage in a long back-and-forth of negative comments with a customer, give them your ear and deal with any issues directly and quickly. Not doing so can be more damaging than confronting a problem head-on.
While there are many positives to using sites like Twitter in your daily business, know some of the negatives ahead of time so you’re not left tweeting in oblivion.
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