The true test of the fortitude of the social media pro is his or her ability to fight the good fight and execute the strategy that they know will work!
We’ve all been faced with the specter of dealing with the marketing exec that has just returned from a conference where a “Social Media Guru” (whatever that means) was up talking about Facebook, Twitter and YouTube. Now, the once starch-shirted conservative executive is telling you that the company (fill in appropriate name here – we all know executives like that) needs to be on Facebook. What now?
In my mind, this is where the true test of the talents of the Social Media pro comes in to play. It’s easy facing the corporate pressure to simply create a fake community without purpose and without direction. It’s a young enough industry that a lot of the time you can baffle with false numbers and great looking graphs – this will always garner the appropriate oohs and aahs of the tie wearing corner office dwellers – but will it work?
I suppose that question too depends on the goal.
If the goal is strictly to raise awareness and give the brand a presence then yes, it absolutely will. If however, the goal is to strengthen the brand and increase the market awareness of the brand and your products I wouldn’t jump in so deeply – not without appropriate safeguards in place to counteract the inevitable wave that is for certain to be created.
Be careful what you wish for, sometimes asking for a community and feedback from your clients is exactly what you will get – are you ready to hear it?