Jennifer Kane (@JenKaneCo) wrote a smart post this morning about how a business can embrace social media. To inadequately paraphrase (you’re better off reading it), companies should take the risk involved with social tools in order to reap the rewards.
It’s about time to flatten companies and their message. The now-prevalent tools enable just that. To avoid the pitfalls Jennifer mentions, there are some things to consider.
Follow the rules of the road
If your message doesn’t match conventional wisdom, you’ll lose control of your message almost immediately. Your own voice will be overrun by what everyone else is saying. Think, Wal-Mart suddenly claiming to be a boutique.
Use a rear-view mirror
Even after letting your message free, you need to keep an eye on it. Monitor your message on any media you can think of. You’ll need to be able to respond if things go sour or recognize and foster praise. You may not be able to reign in the message but you can react when necessary.
Wear a helmet
Be cautious releasing your message. Keep it consistent. The old adage, a person will tell one person when you’re doing something right and ten when you do something wrong, holds true.
I may have extended the metaphor a bit. Your company may not feel ready to hit the open road, but in an online world where the positive far outweighs the negative, do you really have a choice?