Shaving with a buzz saw
June 29, 2011
If you give the average person a circular saw, he doesn’t feel the need to try to shave with it. In fact, s/he may even wear safety equipment and take the time to learn how to use the tool properly. But in the current climate of using social networking as an advertising venue, some businesses seem to throw common sense to the wind.
Individuals have been embarrassed by Facebook’s “Groups” function, many businesses have felt the sting of social networking gaffes, and even law enforcement has learned hard lessons about thoughtless public comments. Misunderstanding the use of social networking as an advertising tool can be as entertaining for the general public as it is embarrassing for the creator: Chevrolet’s® 2007 “create your own Tahoe ad” campaign is perhaps one of the earliest examples.
One problem stems from the blurring of the boundary between personal and business communication. Many people use social networking venues such as Facebook, Twitter and MySpace as an informal method of communicating with friends and family. The problem arises when that informality is carried into the business arena.
Your parents or grandparents – particularly those who were small business owners – probably conducted themselves in a formal, professional manner at work, in public venues such as church and theaters, or whenever in view of the community they served. At home with family and close friends, they had little worry that their clients would ever learn about personal opinions or statements intended to remain private. The distinction is no longer as clear today’s business owner.
The best advertising campaigns are built on an understanding of the audience/client base, comprehensive market study, thorough intelligence on the competition, and a fine-tuned feel for ever-changing public tastes and attitudes. Advertising is strategic.
The average post to your Twitter or Facebook account is not.
Compounding the problem of a poorly-conceived message is the way that social networking has expanded the definition of “community” – your mistake is now available for anyone to see … worldwide.
Which brings up a second point about social networking, and the InterWebs in general: everything is connected.
You may work with a stellar advertising firm that has helped you craft an effective campaign using Facebook and YouTube to sell your new product or service. Everything is going great until your prospective clients find those photos or video of that bachelor party, or those somewhat profane remarks you made on a public forum five years ago, and tie your name to your company. It is a mistake to assume anything you have ever done in a public online venue cannot be found, or that business and personal statements will remain separate in the minds of your clients.
By now, you may have decided never to use social networking to advertise your business. Don’t give up just yet. A reputable marketing firm can help you determine if social media fit your business and your target clientele. A well-conceived advertising campaign that includes social networking components can potentially be a boon for your business. Just be prepared to do it responsibly.
You wouldn’t take a dog home and then forget to feed it. An important issue for business owners is “feeding the beast.” Social networking is about fresh content. Create a Facebook page or Twitter account for your business and then don’t update for 6 months and you have done worse than just waste your time – you may have actually negatively impacted the importance search engines attach to your Web site. Make the commitment to regularly update your content.
And finally, make sure you can measure it. A good Web design firm will be able to help determine where your Web traffic originates – whether it is an electronic newsletter, or your business’ Facebook, YouTube or Twitter account. Leveraging tools such as Google’s Analytics, you can measure the effectiveness of online advertising efforts.
In the current economic climate, you cannot afford to end advertising efforts. And for many businesses, the advantages of online advertising – through Web sites as well as social media – are many. Just be sure to follow some basic rules:
1. Think.
2. Any statement you make online is there forever (see #1).
3. If you bring the dog home, feed it.
4. If you can’t measure it, why bother?
