I have, along with many other social media evangelists, watched with interest as Chris Cairns, a famous New Zealand cricketer, went to court to defend himself against allegations of match fixing. These allegations came about because of a message which was sent, as a tweet, which then became viral. Chris Cairns took Lalit Modi (ex-chairman of the Indian Premier League) to court and won a settlement worth around NZD$200,000, possibly more.
We often talk about a digital footprint. The common view is that everything you put onto the internet will be there for ever. This is something that is being taught in New Zealand schools as our children embark on using the internet. Social Media, Web 2.0, whatever you want to call it, it is the internet as it has always been, in the eyes of a tween.
I remember, as a child, being taught that you can never take words back. We were taught to guard every word that came out of our mouth. Once it’s out, it’s out. The difference being that the internet gives massive amplification as hundreds, thousands and possibly millions become influenced by what we say. There is no such thing as whispering in the world of Social Media.
So far, I have discussed issues on a more personal note. However, what would this mean to your business if someone negatively tweeted about your brand? What if they sent out a message about the bad customer experience they just had? What if that went viral while you’re sleeping? Do you even know what people are saying about your brand?
I talk to businesses all the time about how they are using Social Media. They tell me about how wonderful their Facebook page is, their twitter profile etc, but they are not as good as they think they are. They send out tweets all the time, but when you search for them on twitter, nobody is talking about them. They have a half baked social strategy, which leaves them exposed to the risk of bad sentiment.
On the other hand, a business needs to also be concerned with what their own people are saying on Social Networks. An employee could damage the company brand by tweeting something thoughtless about a competitor. I had never heard of Lalit Modi before the ‘Cairns’ case, but now I know of him for all of the wrong reasons. Don’t allow your yet to be known brand to be destroyed by becoming known for similar reasons.
Some people reading this are going to be saying, well, Social Media is not for us, there are too many risks. I’m going to bury my head in the sand on this. Sorry, I have news and it is all bad! You don’t get to opt out of being a Social Business. This is not a choice you get to make. Your customers, competitors, all and sundry, pull you into the fray.
What is important is that you have a plan. I talk a lot with people about putting together a Social Business Agenda. There is one outlined in Sandy Carter’s book, Get Bold. The other thing which you can do fairly quickly, is put in place some Social Computing Guidelines for all of your employees, IBM have some which they share freely, take a look at them and see if you can make them fit your needs – view.
Insider tip: It’s not social if your the’re not talking about you
Sat, Apr 28th 2012 10:24p Vaughan Rivett Let’s not forget, by nature people are social. Generally speaking, this is part of the human DNA. In turn this means that people are sharing. They like to share what they’ve been doing, their opinions and their thoughts. Not only that but they also like to be heard.
Have you ever stopped to think about what people are saying about your brand? Now, I know a number of you will be thinking about the results of your last customer survey. You know the one I mean, the one wher [read] Keywords: apple
Turning customers into Brand Advocates
Mon, Apr 23rd 2012 3:11a Vaughan Rivett It’s one thing to have customers, and loyal customers, at that. But, what does it take to turn a customer into a “Brand Advocate”. This type of person is someone who will tell others about your brand with passion. In fact, they will most likely tell the world through the use of Social Media. There are three key components that need to be considered to transform customers into Brand Advocates:
Company culture is the for [read] Keywords: facebook
I really don’t think you understand who I am – I am Social
Thu, Apr 19th 2012 2:44p Vaughan Rivett The other day I went to the supermarket to pick up a few food items (how many blog posts have I written lately which involve food?). I found a product which I liked the look of and saw that it had been reduced from $8.00 to about $5.00. As a result I decided to take two while taking advantage of the offer.
I went to the counter to pay for the goods expecting a total of $10.00. However, the cashier said that it came to $16.00. I questioned this and pointed out that there was a “Red-la [read] Keywords: facebook
Forecourt attendant ‘gets’ social business
Wed, Apr 18th 2012 2:36p Vaughan Rivett Today I visited a petrol station to put fuel into my somewhat thirsty car. It was the Sommerville station here in Aucland, New Zealand. I did the normal thing and filled up my tank and went to pay for the fuel before leaving. I was wearing a polo shirt with the slogan “Get Social. Do Business” printed on it.
The service station attendant read the slogan aloud and smiled. He looked at me and said “You can’t do business if you’re not social”. I doubt t [read] Keywords: facebook
Ever made “Social” eggs? – A how to guide to using videos for Social Business
Mon, Apr 16th 2012 3:00a Vaughan Rivett Have you ever heard how to cook a “Social” egg? Now I know that this has got you thinking, sounds a bit crazy maybe? Lately, I have been a home, by myself, with my wife and kids overseas (except for one). During this time I’ve had to cook my own meals. Past history would suggest that I should not be in the kitchen, in-fact, my wife usually sends me out to the BBQ to cook.
I decided that I would be adventurous and learn to cook a poached egg. I got out my iPad and sea [read] Keywords: blogging
Reducing staff attrition rates through connected and engaged employees
Sun, Apr 8th 2012 10:40p Vaughan Rivett I’ve been reading a blog which is written by Flora, who has recently taken on a role as a Human Resources Adviser at a woman’s clothing chain, with stores all around New Zealand, Funky Town. Last Wednesday, she published a blog article entitled “Too much turnover“. She outlined some of the issues she faced with a turnover rate of up to 40%. A lot of this being driven by the use of casual and part time staff.
I’m not sure that this percentage can be looked at b [read] Keywords: facebook