Social Media: Overcoming the Fear

Summary: With any change, there comes a natural aversion to the risk involved. Social media is no different. Many of the reasons for fearing social media marketing, however, are without substance when broken down.

There can be no vulnerability without risk; there can be no community without vulnerability; there can be no peace, and ultimately no life, without community.
—M. Scott Peck

With any change in process, there is a natural resistance to the new way. But all processes must evolve, and businesses must continue to step outside of their constantly expanding comfort zones to grow as an organization. It is understandable, then, to fear or doubt social media’s impact on your business. The lack of privacy social media presents means higher accountability, transparency and risk. However, when examined more closely, it becomes clear that many of these fears are without substance.

1. Fear of criticism
Your critics are conversing amongst themselves already, without you. Public criticism is already happening; you just aren’t there to listen or resolve the issues. Social media is a chance to get involved in that conversation and clear up misunderstandings. Showing your face will not encourage any more criticism than is already taking place, but it will present you with a chance to show character by not hiding behind closed doors, and in turn, build positive relations and gain the trust and possible conversion of your critics.

2. Fear of transparency or exposure
Social media forces companies to spotlight the difference between what they say and what they actually do. You may have no desire to talk about what your company is doing because you don’t believe in the mission statement or goals of the company. If this is the case, a unique opportunity is present to initiate an effort or goal that you do find worth talking about. Also, try to focus on the good that is happening within the company, however small it may be. Focus on those points, and there is a good chance that you will find that good expanding.

3. Fear of loss of control
Businesses are no longer in control of their brand. Again, the conversations are already happening among your customers. What you do have control over is your reaction to criticism/concerns, your level of quality, and your level of customer service. Will you continue to hide and ignore the concerns of your customers, or will you listen and resolve issues, therefore gaining valuable feedback that can better your company as a whole?

Treat a social media campaign just as you would any other legitimate new task. Create a proposal. Lay out a plan. Think about possible situations that may arise, and how you or your company would handle those situations. Be prepared to:

• Openly resolve issues that arise.
• Divulge your identity.
• Encourage conversation before marketing.
• Encourage a diverse range of customers.

Perhaps a good first step to ease into social media is by using a private micro-blogging system like Yammer. You can create a private network for employees to post messages. Of course, this system will not help you join the existing conversations taking place between customers, but it can help you get your toes wet.