4 September 2008
Strong PR case for social networks
Fad or business tool?
eWeek.com suggests the jury is still out on whether Facebook, Twitter and similar social applications have a home in business.
Security and trust issues
Arguments rage on both sides of the "for and against" divide so the The Hub asked Chris Perkett, of Perkett PR about the barriers to using social networking in a business setting.
She agrees there are some security risks, as there were in the early days of internet use. "It's not a new story," she says.
She also recognizes organizations can have trust issues. "We're still a long way from a widespread understanding of the benefits of these applications," Perkett says.
We're still a long way from widespread understanding of the benefits of these applications.
Communicators are early social network adopters, but the rest of the business world may find it difficult to spot the benefits.
Familiarization might help
Today's employers are having to trust employees more than ever, not just in social networking, but also with telecommuting. Perkett suggests organizations may need to employ a community manager to teach people how to use networks, when, and what information they should and should not share.
The Hub recalls training workshops when email was first introduced in-company – hard to imagine today. Back then, it was probably equally difficult to make the case for adoption to someone with no experience of using email for business use.
Making the case for social networking
How can communicators make a better business case? "That's a challenge," Perkett agrees and went on to outline the customer relations benefits, where she's presenting the case daily. "It comes down to a basic need to promote the company's services and products," she explains.
"You need to observe and understand before you can make a case because you can't do this for something you're not familiar with. Something like Twitter is difficult to understand if you're not participating. But once you do, you can see how powerful and interesting it is."
Once you understand Twitter, you can see how powerful and interesting it is.
Only connect
Perkett believes Twitter, for example, is a great way to connect with people. It should be viewed as a new way of networking in addition to previous networking activities such as attending events.
"Social networking supports face-to-face time because you'll already know half the room. You almost want to hug people the first time you meet them face to face, because you've been talking to them for so long."
Connecting with customers via Twitter allows a company to constantly promote what they are doing. "You're making yourself more personable and people feel more emotionally connected. They're more likely to support what you're doing and what you're selling," Perkett explains.
Gen Y preferences
She recognizes the generational preferences in communication channels. "It's definitely a new way of thinking – more open and transparent. Gen Y grew up with this way of interacting and don't see Facebook as a tool, but simply a way to communicate."
Gen Y don't see Facebook as a tool, but simply a way to communicate.
This compares with texting – just a way Gen Y talks to each other. They even regard email differently from other generations saying, "It's a tool I have to use for business."
The Hub reflected on the changing world of social communication. Once people would ask, "Do you have a phone?" rather than "What's your number?" Now it's commonplace to ask, "What's your email?" Perkett remembered starting in PR at a time when email was only a business application, not something to have at home.
Personal experience develops understanding
Recently, Perkett PR ran a social media training event to show how companies are using social networks like Twitter to talk about brands and products. If a company isn't involved in social networks, they can't influence the chatter.
"What really got to the group was typing their company name into Twitter and seeing all the chatter taking place around their brand," Perkett explains. "They were amazed and said, 'We need to be participating here.' People are talking about you whether you're there or not."
What really got to the group was typing their company name into Twitter and seeing all the chatter around their brand.
Strengthening customer relationships
From Dell to Coca-Cola, people are sharing opinions, making recommendations and asking, "Does anyone have advice for my problem?" Perkett says these conversations are opportunities to become aware of how customers are responding.
"There's a very important connection now between marketing, sales and customer service using social networks," she says. "Businesses can respond directly to customers and show they care by participating."
Perkett observes that if companies have a social network presence, and are seen as thought leaders, then they also have first-mover advantage.
Have your say
The rationale for social networks seems strong from a customer connection perspective. Can you make a similar case for employee connectivity? Is your marketing department on the trail of social networking? Perhaps this is another example of internal communication learning from the customer function.
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