The Side Note

In today’s social-media-driven society, many companies are scrambling to implement online social strategies in their marketing and PR programs. This frenzy may lead some organizations to grab the first “social media guru” who comes along in order to help them execute these initiatives.

Many people and companies may tell you they practice social media and have great results. Some may even promise you thousands of followers. But how do you know they’re legit? How do you know they aren’t just feeding you a line in order to get your business?

David Armano of Logic + Emotion helps break this down:

1. My last job was selling junk bonds
As mentioned in “Social Media’s Top 10 Dirty Little Secrets,” there’s a bandwagon to be jumped on. As you do background checks on those you choose to partner with in social business, you should be able to see ties from the past to what they’re doing now. Has this person been working in community- or Internet-related fields? That’s a good sign. Was this person selling pre-paid calling cards beforehand? Maybe not so good. There are no hard rules here, but some previous positions transfer better than others. Use common sense.

2. I’m an expert, just see the testimonials
Actually, there really isn’t anything wrong with people identifying themselves as an expert in a field or highlighting positive statements from clients or colleagues. However, it’s up to you to leverage tools like Google, LinkedIn, etc., to see what others have said about these people or to investigate further—don’t just take them at their word.

3. I can guarantee you X number of followers
Anyone who starts their pitch by promising friends, followers or even positive word of mouth is suspicious. This tells you they’re looking to “sell you” a quick fix, which is probably in response to the hype being placed on metrics such as this. The social way of doing business is often a slow burn, with complex problems to address. There are no silver bullets in an industry built on connections, relationships and the direct empowerment of citizens.

4. Social media will save you
No it won’t. Anyone framing social media as the solution to the world’s problems is more than likely looking to make a buck. That said, the prospect of doing business in a socially calibrated fashion is bigger than a new communication channel, it’s a shift that’s causing changes. However, never confuse shift with salvation.

5. Build it and they will socialize
Be wary of anyone selling a point solution that promises instant social interactions, conversations, collaboration, etc. Many businesses fail because they were built at the wrong time, in the wrong place or with the wrong tools. Any respectable practitioner will try to investigate where fertile ground is before building anything, and they will tell you if this ground doesn’t exist.

While it’s important to implement social media in your marketing program, I urge you to move slowly and deliberately in the initial stages – don’t simply grab the first person or group that comes along and says they can help. And once you have begun the setup phase, move with some forethought well.

To repeat a concept I heard yesterday during a PRSA Colorado luncheon with Jessica Thompson (@McCafeYourDay), manager of communications for McDonald’s USA, she said to think of Twitter like a cocktail party. Don’t run in screaming, “Look at me.” Instead, take your time. Get the vibe of the room. Listen to others in the room. Then, join the discussion by replying to other tweets. Once you’ve done that, start your own tweets.

My advice, try not to get swept up in the social media frenzy. Choose your partners wisely, and enter the new media realm thoughtfully and confidently.