Despite the many years that social media has been with us, I still come across small businesses, government agencies and local governments, who choose to stay away from social media – or at the very least limit their exposure to it. The primary reasons appear to be a perceived lack of time – or more often fear. Well, I am here to tell you that both reasons are absurd.
These people should all consider the following top 10 platform user statistics:
It is also instructive to note that:
Australians like people around the world are besotted by social media.
For those in business or government who think they can avoid social media, consider these statistics:
Rather that questioning the value or dangers associated with social media, business and governments need to ask themselves if they can afford not to have a dynamic social media strategy. Marketers have already asked and answered this question. Note:
The issue of fear is an interesting one. A few years ago a client told me that the government agency he worked for could not get engaged with social media because of the danger that negative things would be said about his department of minister – a patently absurd comment – as indeed, I told him. Within moments of his making this statement I found 3 sites full of comments directly critical about his department and minister – none of which he knew about. The points being:
On the last point, I recently communicated with the General Manager Marketing with a major corporate who suggested that his business actively encourages the community to get it all off their chest and say what ever they are thinking about issues relevant to his employer. He noted – ‘They are saying it – whatever it is – anyway – so we may as well see it in a forum where it is easy for us to respond and take action’. Research suggests that 91% of consumers who have a bad experience don’t complain – and 90% of those customers just don’t come back. For this reason alone, it is important to make it as easy as possible for people to complain. And don’t worry about bad language, abuse and slander – which can readily be addressed with simple curation.
Get more involved with social media. It is only going to grow in popularity and effectiveness – but don’t do it without a strategy that will ensure the potential problems are minimised and the potential upside is maximised. Don’t just set up a social media page or place ‘stuff’ on social media. Get an expert social media consultant who understands marketing, communication, social media and YOUR BUSINESS, to develop a strategy.