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Oct. 11, 2013

33: Questions CEOs Ask About Social Media

33: Questions CEOs Ask About Social Media

What are the three things that CEOs should be worried about concerning their social media programs?

 

Transcript

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welcome to maximize your social practical and actionable advice on how your business control e maximize your social media presence. Now the host of Maximize Your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Hey, this is Neil Schaefer. Welcome to another episode of Maximize Your Social. Apologies for the background noise. I'm back in my habit of recordings. Podcast. Wherever I am in the world. Believe it or not, I am just getting on the Golden Gate Bridge in San Francisco. It is sunset 5:35 p.m. I cannot think of a more appropriate place to record this podcast. And in the back of this car on my way to the San Francisco airport, Well, hopefully I'll catch my flight back home in Sausalito, California today. And I was actually presenting on behalf of a venture capital fund company that has, you know, a meeting for the companies have invested in two help educate them on various things, and one of the things that all these companies wanted was a little bit of education of social media. So I was there presenting. I'd say they're about 10 different cos they're from a variety of industries primarily be to be mainly CEOs and executives. So not about the tactical use of social media, but really the business, social selling and social media marketing use from a high and strategic level. So I always enjoy. The challenge is that each presentation has for me, just like there's no cookie cutter approach, the social media. There's no cookie cutter press to speaking in social media as well, because every audience really is very, very different. But I wanted to share with you some insight from today because there was. I always love the questions I get asked. And there was one question that was asked at the end. That's it. Okay, I'm a CEO. What are the three things that I should be concerned about in my organization as we begin or as we get more active in social media and I want to share with you, how responded and everyone on that's listening is gonna have a slightly different response. But if I'd have three things just from that level, and I could have talked about social business and you know everybody needs a seat at the table and I don't think that most companies are there yet. I think you know there's an evolution that leads to becoming a social business, which starts with becoming more more active in social media, which leads to MME. Or internal department season social media, which then leads to the unnatural evolution of social business, which is the title of a future blockbuster being a lookout for that. But one of the things I talked about waas the brand. When you're tweeting or posting or what have you, you have a voice. And if you have red, maximize your soldier. You know how I talk about voice being an integral part of our social media strategy and that most companies that brand guidelines that don't cover voice. And this is critical because a lot of the companies I spoke to were mainly small to midsize businesses. You have a marketing department and you need to get started on social media. Someone's like, Okay, I'll do it And they may not have the experience of being on social media from a professional perspective, they merrily having from a personal perspective and therefore they are, In essence, the voice of your brand is the voice of that person. And that may not be the message that you want to send out to the public of your target audience. And this is a mistake that I think a lot of small to medium size businesses have. So I think it's really point Number one is really what is the brand image that you're projecting? The social media is that voice align with your social media strategy, and if it isn't, then there's something you need to do about it. So that's Number one is really have a strategic voice, and then we get down to well, should we have multiple voices with CEO Tweet? And there's really no one answer to that because there really is no cookie cutter approach. It really comes down to your brand and what is important about your brand. But there are a variety approach. Is there some brands that just post as their brand and they get away with it? Because there the voice of the brand and socials on brand, there are others that have avatars and these people that are treating from the brand or they say who the person is. There are others, have CEOs and other executives tweeting. And what have you You know, you need to find the best solution for your brand and your particular objectives for using social media. The second point that I brought up was that was sort of the pro active voice. Next one is sort of the reactive, and it goes is a no brainer that you got to be listening. Now, if you're a huge brand, you're already listening. But if you're a smaller brand, you may not be listening. You may not be listening for right keywords, or you're only looking at mentions instead of doing a keyword search for your company name. And that's really critical because you know, what's the definition of a social crisis? And there's some would say, Well, you know, unless the social media crisis really affects the bottom line of the company outside of social media, it's not really a crisis, but I don't wanna add fire to the debate. But I do want to say that most of the negative things that happen in social media can be avoided just by responding and responding quickly and responding appropriately and taking the conversation offline, and we've seen it time and time L. And it starts with just, you know, monitoring what's being said. So if you're not checking in on a daily basis, you miss out on the opportunity, and it just you don't need a full time employee to do it. Just, you know, check in two or three times a day just to make sure that there aren't any things that you should be dealing with. There's obviously enterprise grade software solutions that can help you with that, such as Radio six is a great example. But you know even a hoot suite if you use it properly, or a market me sweeter, it's about social can help you dissolve any potential problem that happens just because you were able to catch and respond to the message. It's something that you know for business, the business plans. I don't think it's as important. But for consumer facing brands, it is important. And it bears reminding, especially for CEOs that still think social media is a scary and dangerous place, which I suppose it has the potential to be. But obviously there's a lot more potential upside to social than the downside, and that's why everybody is so actively investing in it. So that's sort of, you know, your your brand voice. You're projecting your brand of making sure that anything negative you're responding Thio. And then the 3rd 1 was Really If you think about the expenses that you have in social media, they're mainly people related. But there are a growing number of tools. You know, I think marketers are just fascinating with tools and with social media. I think it's not about the tools, it's about the people in about engaging. And if there's a tool that can help you scale on a relevant way, why not? But I think that a lot of marketers have just infatuated with the tools and the tools cost money and don't necessarily help them be more effective. So I told the CEO, Hey, look at the tools you're using. They may not be expensive, but really are those tools helping you achieve your business objective? Are they making you more efficient demand that an explanation be turned on? That because I find sometimes that's not always the case, and I gave two examples. One of a friend who works at a Fortune 500 company that was using radiant six and stop using him because he said, You know what we don't see any are a wife. From what? We're using it for another company. They may still be using one of those social media monitoring solutions, but they, you know, they created these internal reports that were being sent out to executives that just weren't being looked at. Never got any feedback. What's the purpose? What is the objective that it's helping us meet as an organization, right. I don't think that you should just throw money at everything and anything and social media and that every tool is gonna help you become more efficient because you're still gonna need to engage people. You're still going to find people, engage with them, respond what have you and for that a very, very inexpensive to like. A hoot suite market meets meter spelled social. We'll help you achieve that. So those were sort of my three nuggets of wisdom for the CEOs in the audience, and there's a lot of it from ways you could take the conversation. And if you were asked just off the cuff, that question and your social media professionals, it's not the easiest answers you can imagine. I try to do my best, and I hope that that gives you some insight as to, you know, the CEO perspective of social media. You know some of the other questions. If you're curious, if you are very active on Twitter as an executive or even on the other platforms, how do you match the delegating slash automation versus your own individual engagement? And I have the same challenge. You cannot respond every single tweet once you engage a lot. Engagement breeds engagement, right, and humans can't scale. But it's always recognizing those important people and always making sure that you personally engaged with them, I think, is really one of the critical things that you need to make sure you d'oh! Even if you delegate some responsibility, that what's important comes from you. And that's the same for any social network, I believe so. That is it for another episode of Maximize Your Social. I think he was always for listening and well, we hit some traffic here in San Francisco. Anyone he knows after the Golden Gate Bridge, you got to go through the city and I don't know if I'm gonna make this airplane. So yeah, I may be recorded in another podcast tonight, Five away from my plane. But anyway, I wish you a great day wherever you are in the world. And best of luck with maximizing your social. Bye bye, everybody. Thanks for listening. To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Thanks for listening and have a great day.