Technology Solutions
Social strategy
Incorporating social media into your company strategy
By Clare DeCapua
Smart Business Chicago | November 2009
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Mary M. Rodino, Chief Marketing Officer, CIMCO Communications
Social media can be a highly strategic tool for businesses, but only if they are prepared to invest in the resources to manage it.
“The shift to mobility and connecting is changing the way we do things, because it’s a constant stream of interaction,” says Mary M. Rodino, Chief Marketing Officer with CIMCO Communications.
While companies need to be involved in social media, Rodino cautions that there are key items to consider in order to create the most effective strategy.
“It’s important to have someone focused on your social media strategy to evolve it over time,” she says.
Smart Business spoke with Rodino about how a company can approach social media safely and effectively to further its brand, its products and its customer service.
Why is social media an important component in a company’s strategy?
Social media engages consumers and buyers in a whole new way. With so many consumers utilizing these applications, a company cannot afford to be ‘logged off’ when it comes to social media. While social media may not be a large part of your overall strategy, it can complement your current strategy and provide instant and cost-effective results.
For example, most companies monitor what is being said about them on the Internet. With social media, not only can they monitor what’s being said, but they can gain insight into product issues, gaps and vulnerabilities.
Customers may say, ‘I love this product, but I wish it could do this.’ For a software developer, consumer products company or a manufacturer, those are great ways to receive low-cost customer research instantly.
Social media can also accelerate your public relations strategy. For instance, if a company puts a press release out on the wire, all it takes is for one person to post it on Twitter and your release is instantly seen by the number of followers that person has. It’s instant exposure at a low cost.
What are the risks associated with social media?
The major risk associated with social media, or any technology, boils down to protecting internal systems. Make sure there is a barrier between the systems and the applications that keep your company running and the methods in which people can reach your organization.
Hackers and viruses evolve as social media portals are created, so it is vital that you do not leave your company vulnerable.
In addition, legal departments are concerned with the exposure of confidential company information. Your legal adviser will want to keep a tight rein on the type and the quantity of information being shared, as well as who approves and shares data.
Finally, executives may believe that social media takes away the control over buyer communications. They may think that social media is a portal to voice complaints and criticism that can never be erased.
