Pleasures & Pitfalls of Social Media & Your Business

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We offer our definition of social media and explain how it can be most beneficial to your business. We also explain why Facebook, Twitter, and YouTube are NOT social media. (Hint: think semantics....)

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Pleasures & Pitfalls of Social Media & Your Business

  1. 1. Pleasures & Pitfalls of: Social Media & Your Business
  2. 2. So, what is social media?
  3. 3. Dare we try and define it?
  4. 4. Yep…we dare.
  5. 5. Our definition:Social media: user-generated content shared digitally between members of a community.*(That community could be everyone online!)
  6. 6. Below = NOT social media:
  7. 7. …they are just tools.
  8. 8. The tools will change….
  9. 9. …but the “work” (in this case, sharing content &engaging) is here to stay. Bet on it.
  10. 10. Benefits for your business:① Your customers are there.
  11. 11. Pew Internet:78% of U.S. adults (18+) are online65% of those online use social networking sites43% of those that use social networking sites did so yesterday.
  12. 12. Benefits for your business:① Your customers are there.② They are probably talking about you.
  13. 13. What do they do?Like your business (Facebook)Check in (Facebook, Foursquare)Post reviews (Yelp, Google Places, etc.)Post tips (Foursquare)Compliment/complain (Twitter, Facebook)Shoot/upload pix (All of the aboveand more, like Flickr, etc.) …and everyone (in their communities) knows it!
  14. 14. Benefits for your business:① Your customers are there.② They are probably talking about you.③ You can ENGAGE them!
  15. 15. What is engagement? Connecting with your audience and evoking an emotional involvement or commitment.
  16. 16. Done well, engagement can be:MarketingPublic relationsBrand-buildingCustomer serviceor a simple, smile-inducing display of yourorganization’s personality…
  17. 17. JetBlue = human (and funny) Source: JetBlue
  18. 18. Successful engagement =Making it all about them, not about you.
  19. 19. So, pitfalls?
  20. 20. Establish your:Purpose for using social media and eachtool“Rules of engagement” for employees Negative posts/tweets/comments Crisis situations Process for guiding people to more appropriate channels (phone, email, etc.)
  21. 21. Establish your:Social media policy! Who can post on behalf of the organization, what happens if employees post negatively on their personal accounts, etc. It doesn’t have to be complicated.
  22. 22. The biggest mistake:Ignoring the fact thatyour audiencemembers are usingsocial media, andanything they saywill be said whetheryou are using socialmedia or not.
  23. 23. The conversation is taking place.The question is, will you participate?
  24. 24. Thank you!cdmckinsey@mckinseydevelopment.commckinseydevelopment.comfacebook.com/mckinseydevelopment @McKinseyIMC

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