Social Media Masterclass - My Impressions

by Angie Macdonald

Last week I attended a two-day Social Media Masterclass given by two renowned gurus in the field: Shel Holtz and Neville Hobson and organised by Ragan Communications and Simply Communicate.

There was a lot to take in, but a few points struck me as being vital to the future progress and understanding of using social media or web 2.0 in the work place.

The Power has Shifted
What web 2.0 technology has enabled is a shift of power from large corporations and governments to individuals and communities online. It is so much easier now to reach people online to join your protest group, or to sign a e-petition at the 10 Downing Street site. And because millions of people around the globe have easy access to these things, the voice of the individual has grown in strength and really can matter and make a difference.

Web 2.0 is a Constantly Evolving Toolkit
Different events or messages call for different tools. It is up to you to choose the tools that suit the task or the message, whether it be a wiki, a blog or a podcast. The thing to do is to try them out and see which ones you like and which ones best fit what you are trying to communicate. For that is what they are essentially: communication tools.

Choose the Most Effective Method to Communicate your Message
Web 2.0 doesn’t mean that the old tried and tested methods of communicating are over. Brochure websites, print media and press releases still have their place. The point is to choose those methods and tools which will best serve your message. Each time you communicate, it may be in a slightly different way, but you now have the option to choose from a wide variety of methods to appeal to as many different audiences as possible. Combine traditional methods with the appropriate social media tools for the most effective results.

Ignore Bloggers at your Peril
Many so-called “A-list bloggers” have millions of readers all around the world and their words carry a lot of clout. They have the ability to influence people because they are seen as gurus or experts. There have been several occasions where companies have been brought to their knees by bloggers.

Monitor what Bloggers are Saying about You
That way you can engage from the very beginning and manage the crisis before it gets out of control.

Don’t Try and Pull the Wool over Bloggers’ Eyes
If there’s one thing bloggers hate it’s being smoozed by companies in the hope that the blogger will recommend their product. If you want them to do that, be upfront and disclose your intentions from the start.

It’s all about Trust
In this day and age, when consumers don’t trust company-speak, and trust governments even less, building trust is a difficult process. Don’t do anything to break that trust once it is established. When it comes to trust, we tend to trust people like ourselves.

You can’t Control it
So you might as well join in and enjoy it. If you join in the conversation about your company you have a chance to influence the way the conversation flows. Staying out of it could be dangerous.

By the end of the second day, the message was loud and clear - ignore social media at your peril! Love it or loathe it, you can’t afford to ignore it. Social media is here to stay.

Photo: Thanks to eshm on Flickr