12 Most Feeble Excuses Leaders Give to Shun Social Media
Thankfully, more and more folks with corner offices are starting to get that savvy social media use can boost the bottom line. Plenty of leaders, though, aren’t yet convinced.
Here are the most common justifications companies or non-profits give for shunning social media — and the reasons they’re all hooey. Feel free to leave a print out of this post where your boss will see it…
1. We can’t “control” it
Oh, so you can control what the local or national media are saying about you? Can you control the things that your customers are saying about you? (And, be certain about this, Mr. or Ms. CEO: Your customers are on Yelp, Twitter, Foursquare and elsewhere spouting off whether you are there to respond — or not.)
The point? It’s better to be aware of and able to respond to social chatter that’s already happening about your brand. That’s something you can control.
2. We can’t afford it
Social media is amazingly cost effective. The tools and technology available allow companies to connect directly with their customers on a wide and broad scale. This was impossible when marketing required companies to rely on a third party — such as a journalist, ad agency, billboard or other media outlet — in order to reach customers. What companies can’t afford is to have no social media presence or one that isn’t guided and executed skillfully to meet business objectives.
3. It’s a fad
Is customer service a fad? What about marketing? Sales? Relationships? Conversations? Social media enables and encompasses all of those, and more.
4. It’s not where our customers are
Without the analytics social media provide, how do you know? How many of your customers read your direct mail piece? How many of your customers saw your commercial? Are you sure? Take a look at this from the Pew Research Center.
5. We’ll just stick with PR and advertising
Well, for starters, shaping and executing on a smart social media strategy doesn’t mean that brands ignore public relations or advertising. PR and ads are clearly exceptional tools. (Not to mention, they happen through social media, now.) Social media is a multi-tasking machine for brands and other organizations. Any attempt to connect with the public that doesn’t include social media ignores some of the most powerful communication tools now available.
6. Show me the ROI
It’s never been possible to calculate precise return on investment in communication or other outreach. That was as true in the Mad Men era as it is today. However, the analytics and technological insight that electronic communication and internet-based marketing offer are incredible. It is through the interactive tools of social media that you can glean information about how visitors found you; where they came from; how long they stayed and looked around; and, what they peeked at while they were there. Try to get that kind of information from a billboard or newspaper ad. How’s that for return?
7. Legal doesn’t like it
With apologies to my lawyer friends, “legal” is paid to not like things and to expect the worst. That’s why products have warnings that are, in some cases, just ridiculous. Examples: The tag on my hair dryer admonishing me not to use it during sleep. Or the notice on my packet of roasted almonds that warns me the product was prepared in a facility that processes tree nuts. You get the idea.
And anyway, if lawyers are calling all of the shots on your customer service and marketing, you’ve got bigger problems than this post can address…
8. It will leave us vulnerable
Not having a well-planned and well-tended presence on social media, I’d argue, leaves you far more vulnerable — and also far less in touch with your audience.
9. “If it ain’t broke…”
In 2013, if your business or organization is not taking advantage of the countless ways social media can turbocharge marketing, sales, customer service, research and development (and on and on), one thing is clear: it’s broke, all right.
10. Our market is local or has a limited geography
This excuse limits potential growth. But even if a local company or organization has absolutely no intention to expand or grow, not using social media ignores ways to adequately serve the existing audience. My local pizza place offers discounts to customers who check in on Foursquare. My favorite sandwich shop tweets its specials and the soup of the day. Fabulous! And I’m more likely to go and to keep those places at the top of my list as a result.
11. It’s too big (or hard or confusing)
So call in some help. Businesses often use consultants for other projects or work. If social media strategy feels overwhelming, call in an agency or professional whose work, referrals and real-life social media trail back up their claims.
12. It’s a clash with our culture
Unless the culture is to avoid communicating with and attracting and keeping customers, then this excuse makes no sense. Blunt, but true.
Having an effective social media presence takes resources. But so do IT, human resources and other essential components of running successful operation these days. Well-designed, well-implemented and well-tended social media is not only essential, it opens up incredible opportunities that can’t exist — or thrive as successfully — through other means.
That’s my view, anyway. Weigh in and share yours!
Featured image courtesy of kaibara87 licensed via Creative Commons.