Are you one of those companies with a Facebook page composed of hundreds of thousands of followers, but with a content engagement and reach below 6% or would you like to avoid becoming one? Well, this blog is for you.
In an attempt to avoid becoming the V&D, Nokia or any of those companies which had to close shop or were taken over due to a late integration to online communication, many companies if not all are panicking and rushing to Social Media. Did you rush to create a Facebook page or Twitter account? Did you pay Facebook, then claimed hundreds of thousands of Facebook friends, Twitter followers, online community members and youtube fans?  Well, my guess is that your company is facing a lonely, scary time online as a result of being ignored and rebuffed by your ‘followers’. You’re the uninvited crasher of the web 2.0 party according to Fournier and Every (2011) and this is you below.
So how do you avoid becoming the uninvited crasher of the Web 2.0 party? Before going online you need a suitable strategy that fits your company goals. Determine what matters most to your company either it is building relationships, knowing the presence of your customers online etc.Gene, among the many blog writers, states that websites have a tendency to focus on 3 or 4 principal blocks. Use the Honeycomb Framework to determine the suitable social media channels for your company.
blog-social-media-honeycomb hexagon-1743514_640 How do you build and cultivate a sustainable social media Landscape for your company? You need to cognize, congruity, curate, and chase.The 4 C’s of Social Media Strategy. Read more here >

You also need to remember that social media was meant for individuals and not for companies. Your company theoretically has no business of being there thus you’re a guest and you need to abide by the social media rules. So what is social media? It is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content” (Kaplan & Haenlein), In social media, everyone and no one is the audience (Fournier & Every, 2011).Your company could be everywhere online and still be ignored. Exposure is not a function of audience size but of consumer volition; a by-product of viewers who voluntarily rate and rank content, share it with friend networks or repost it to content sharing sites.
Hand holding a Social Media 3d Sphere sign on white background.
Beware of the horizontal revolution. While your company is a fortune 500, on social media it’s just another individual until it has earned it’s social capital.It all starts by being social thus; be active (around 3 posts a day), be interesting (your long and barely engaging post with no visuals will be ignored), be humble and unprofessional (your fancy, overproduced 500k budgeted and branded youtube film will not fly on social media) While youtube served up over 2 billion videos per day, no one was compelled to tune in to a branded video, and most didn’t(Fournier & Avery, 2011) Too much branding is a no-no.  Read more on the rules of using Social Media here > What else would you like me to blog about?

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