Overcoming Your Social Media Fears
I continue to meet more and more business professionals who are afraid to reach out to their stakeholders using social media. I am not as surprised to hear about their overwhelming resistance to tweeting, however, I am taken aback by the number of people who don’t have any inclination to create a simple Facebook page.
Social media can be daunting to business owners for many reasons. You’re afraid to get started because you don’t know where to begin. You’re afraid of what people might say about your organization. You’re afraid that you don’t have the time to keep it up. You’re afraid that you don’t know what you’re doing. Let’s tackle these fears one by one.
Fear of Getting Started
Social media scares only those of you who don’t have a clear vision of what you want to accomplish. Just as you set business goals for the year for sales, revenues and customer satisfaction, you should set clear goals for using social media. Your goals for using social media should be closely aligned with your business goals. For example, if your goal is to increase sales by 20% this quarter, you can use Twitter and Facebook to promote discounts or a loyalty program. Outlining your goals is like creating a road map. This road map will define your destination and give you driving directions to ensure that you don’t get lost along the way.
Fear of What People Might Say
I hate to be the one to say what you’re afraid to admit, but I’ll do it anyway. If you have a genuine fear of all the negative things people might say about your organization, you have more to worry about than just learning how to tweet. Not to mention that people are probably already saying what they really think about your company online and you just don’t know it. When that happens, it means that you don’t have the opportunity to address customer complaints and concerns proactively. People are already talking about you whether you’re a part of the conversation or not. You can either define your brand or let them define it for you.
Fear of Not Enough Time
This is just like complaining that you don’t have enough time to exercise. Did you know that if you set aside a half hour three times a week, you could significantly improve your overall health? All you have to do is schedule the time, decide in advance exactly how you will use that time, and then make it a priority. The same goes for social media, and the key is to plan ahead. Some organizations find it efficient to develop a monthly “conversation calendar” outlining topic areas and posts that should appear during specific days of that month, such as a daily trivia contest, question of the week or monthly promotional giveaway. By planning in advance, the physical act of engaging with your fans and followers online will become second nature, not to mention far less daunting.
Fear of Not Knowing How to Use the Tools
You can use countless social media tools to help you meet your business objectives. Start small and take it one step at a time. You don’t have to master all of the social networks out there in one full swoop. Fall back on your road map to help you determine which social media tools you should use. Maybe you want to start with LinkedIn and then over time begin tweeting. Simply start slowly, and refer to your road map to ensure that your strategies support your business goals.
Don’t let fear stop you from interacting with your stakeholders online. If you develop a plan, don’t rush things, schedule your time, and are open-minded to the opinions of others, you will find that the social media community will welcome you with open arms.
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