One would have to be living under a rock not to know, or even think, that social media has changed the way individuals now communicate. Whether it is expressing a thought in 140 characters or less on Twitter or providing a look into a business, product, service or person on Facebook, social media is truly revolutionizing the way a conversation is had between people, and the following statistics are representative of this:
- There are more than 200,000,000 blogs
- Twenty-five percent of the search results for the world’s Top 20 largest brands link to user-generated content
- YouTube is the second largest search engine in the world
- Thirty-four percent of bloggers post opinions about brands and products (Qualman, 2009)
With these numbers in mind, it is advantageous for a company, especially Rust-Oleum Specialty, to pay close attention to blogs and user generated content because blogs are valuable resources for both a company and consumers. This also means that numerous conversations are being had via social media.
It is important to remember that social media is meant to expand a brand’s reach and not reinvent it (Evans, 2009). This includes engaging in conversations with individuals in a variety of mediums. A brand cannot ignore the conversations that are being had about it on any of the social networks currently available. As the old adage states, people will talk. It is now the responsibility of companies to be listening to what people are saying and using social media to allow for conversations to be had and not canned statements being released.
Being cognizant of conversations and speaking to consumers is going to be of central importance in the development of a social media plan for Rust-Oleum Specialty. This means personalizing responses and being responsive. People expect social media sources to not be news sources but people with personalities, even when it comes to businesses (Gordhamer, 2009).
It is critical for Rust-Oleum Specialty’s product managers, developers and others closely related to the product to interact with consumers in the social networks. It is one thing to have a Facebook or Twitter page; it is another to actually use it as a communications tool by responding and conversing with those who friend or follow it. When working with social media, remember that it is designed to be interactive. Within the complete social media plan for the company, guidelines will be provided for formulating responses via social media. These include pointers on tone, information sharing and additional resources.
Social media networks are not the mediums to utilize for corporate speak, which include mission statements and prepared messaging. Other public relations tactics such as a press release, brochure and even Web site can be used for that type of corporate communication. Social media instead focuses on the relationship that is being built with the consumer. And, it is important to remember that this relationship must be built on trust and authenticity. The consumer needs to know with whom they are communicating and that this individual can be trusted. This is something that can be solidified via frequent and truthful communication. This leads to the importance of customer relations and conversations.
According to Pete Blackshaw, executive vice president of digital strategic services at Nielsen, “It [social media] is a catalyst for fresh thinking on how companies can improve customer service in the digital age" (Blass, 2009). Companies need to know that this is a tool that can enhance conversation and customer service. In fact, more than half of all Fortune 100 companies are using social media to communicate with consumers (Blass, 2009). If these successful companies are utilizing social media, then Rust-Oleum Specialty needs to be doing this as well.
It is important to remember that if a company cannot immediately respond, then using technology as a customer service tool may not be the answer. This is something that Rust-Oleum Specialty will need to discuss internally before deciding to have social media and customer service go hand-in-hand.
The bottom line is that conversations will be central to social media. When developing and executing a social media plan, it is key to remember that this is a form a consumer engagement, and consumers want to be spoken with, not at.
References
Qualman, E. (Aug. 11, 2009). Statistics show social media is bigger than you think. Socialnomics Blog. Retrieved December 5, 2009, from http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
Evans, S. (Feb. 27, 2009). Social media for business: The do’s and don’ts of sharing. Mashable Blog. Retrieved December 6, 2009, from http://mashable.com/2009/02/27/social-media-for-business-2/
Gordhamer, S. (Nov. 11, 2009). How Twitter is changing the face of media. Mashable Blog. Retrieved December 6, 2009, from http://mashable.com/2009/11/11/twitter-media-landscape/
Blass, E. (Nov. 18, 2009). “Social media like Twitter change customer service.” USA Today. Retrieved December 5, 2009, from http://www.usatoday.com/tech/news/2009-11-18-twitterserve18_ST_N.htm
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