The social network is a delicate place.

A place where humanity displays all those relevant traits we studied in psychology and sociology. For better or for worse.

A place riddled with landmines, where one must know where it’s safe to tread, and where it’s not. Every company takes a different approach to integrating themselves into the “social craze”, some succeed and some fail.

Essentially, social media is us.

Some marketing departments are simply unprepared, and don’t expect such brash truth and anger from the consumers they only knew as graphs and statistics for so many years. It can be quite a shock when that 25% of seemingly harmless unsatisfied customers is calling you any number of obscenities and holding you personally responsible for every bad customer service experience they’ve ever had.

Of course they may be right, the service the company is providing may be shoddy, they may be price gouged, they may be taken advantage of by “The ManShe’s the Man reviews” and feel powerless to do anything about it. So they’re entitled to take their concerns to the streets and riot.

When dealing with a riot, its important to remember to always keep calm, and find a way to soothe the situation. Do not fuel the fire by defending your actions and refusing to see your flaws, rather help put it out, by listening, remaining flexible and offering constructive solutions.

Either that, or watch everything burn.

Case in point, I’ve been following AT&T’s Facebook for a few days now and I’ve watched as their attempts at putting out fires only seems to start more trouble. The recent iPhone 3GS issue has begun a series of uncontrollable events that have led to FacebookFacebook upheaval. AT&T has done some things right and they’ve done somethings wrong. I think there are simple rules to adhere to when you’re making the move into social media, especially if you’re a large corporation experiencing some.. technical difficulties.

First of all, it’s to remember that social network users do not want to speak to a corporation, rather they’re seeking out new media channels to do the opposite. To relate to a real person, representing their beloved, or not so beloved brand.  The whole point of social networking is too humanize companies so that they can emanate the traits of a brand that can be loved and befriended. AT&T commits the mistake of overwhelming their Facebookers with company policy, corporate rhetoric, and PDF documentation that really doesn’t say anything but “Here’s our corporate explanation, see, it’s a fact, this is what it is.”

Although these efforts work well when covering yourself legally, it doesn’t leave followers satisfied, rather it makes them feel like they’re being talked at and not talked to. It’s the equivalent of having your mother say “no, you can’t do that” and when asked “why not?” she simply says “because, I said so.” This behavior does not produce a positive reaction but rather stirs more fury into those people who are already at their wits end. A better approach is to accept that social media is about change and true interaction. Waving documents and saying “that’s the way it is, look, you see!?”, sending an automated message, and giving some ”please visit one of stores” jargon are not effective social media strategies. Offering real solutions and genuinely showing concern will shift the conversation in your favor. Provide responses to issues that require your attention, these issues if ignored can grow to very large proportions and can instigate even stronger reactions that will be uncontrollable if avoided. By dealing with problems head on and admitting fault you’re putting your best face forward, which is a very positive strategy in social media.

Another faux pas corporations seem to be making, is missing strong structured communication with their employees regarding social media initiatives. As happened with AT&T, where an employee posed as a customer standing up for the company, which of course he was outed by a saavy Facebook follower on the page, this no doubt caused a major backlash and huge embaressment for the company on their own facebook site. Now, since social media is a relatively new form of marketing but has become necessary a addition to any successful marketing and adveritsing campiagn, it’s understandable that holes might exist in certain cases. Learning from these cases provides us with more of  the knowledge needed to eventually create flawless campaigns. So making sure that your employees know not to fake being regular customers when they have an 8 year record with the company, is great example of something that is MEMO worthy. Bearing in mind that it’s perfectly acceptable to have them state opinions, as long as they clear the fact that they are speaking as employees. “Transperancy is best” as stated by AT&T, who dealt with this issue really well and accepted fault in another post from the same person who caught the employee.

It’s simple, don’t involve yourself in social media if you’re not prepared for negativity and have a solid plan of action to redirect the conversation. Social media users are intelligent individuals who’s fellowship you can benefit from, their feedback is genuine well though-out (most times) and can provide your company with a starting point for policy revision and change. Offering real solutions may not be a an easy approach, but it’s an intelligent one that followers will appreaciate. If your consumers reach out to you in large quantities about displeasure, change your options around, or I can assure you that they will.

And you’ll probably be on the negative end of that change.

Sheila

Social Media Communications Specialist @ The RE Agency

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* Please note that all names and images have been erased for the purpose of protecting Facebook users privacy. All media is accesible at http://www.facebook.com/ATT.

SimplicitySimplicity reviews.

I am all about simplicity.

Clear and concise, no jargon, just straight up English.

Which is why I absolutely love Common Craft’s Plain English explanation videos.

They create 3 minute semi- animated videos breaking down difficult lessons in a light and witty manner.

They use a video style that is especially appealing: “… They’re short and simple. They use paper cut-outs. They cover subjects “in Plain English.” But lurking under the simple surface are lessons that have been crafted with great care. Despite our fun and lighthearted style, we take explanation seriously.”

All their creations are custom made.

Below is my favorite to date, Social Media In Plain English:

Sheila

Social Media Communications Specialist @ The RE Agency

Once upon a time (roughly about 20 years ago) an endlessly expansive and limitless tool of communication and production was brought to our desk tops; the days of the type writer, transcontinental letter, calculator and even pen where dissipated  to an almost vague memory,  replaced by Microsoft word documents, E-mail, and Quick-Books.

Almost instantly, our lives and the way we conducted business changed completely. Those who embraced the change where on the forefront of innovation and pioneered the age of the technology, those who did not, simply failed and where probably never heard of again.

This tool was the Internet, and now again with this tool we are evolving. Our world is changing once again, and what began with a simple site to promote our business and endeavors has transformed into the epicenter of our marketing and advertising campaigns, which essentially, are the heart of our success.

The fact is our consumer has changed. No longer does he attentively watch 30 second spots blowing up his screen with what you can offer him. And honestly why would he?  He can Tivo right through it and watch what he really wants to see.

No longer does the radio listener sit in traffic absorbing the incoming radio signals promoting your products. No, they pay a small monthly fee for satellite programming and commercials are not transmitted in this medium.

No, these consumers are tired of being talked at; they’re tired of listening and have rebelled. They’ve rebelled against everyone telling them what to buy, and what to pay. They’ve rebelled against shoddy customer service and inconsistencies in brand promises.

And they’ve chosen the most readily accessible, globally intertwined systems of Social networks as their soapbox.  They stand proudly atop it yelling from their Facebooks’, Twitters’,  Diggs’ Consumer reports’ and the most personal of sites, their BLOGS. From these tools of Social networking they’ve created elaborate communities that delve deeply into the matters of brands and purchasing. If they’re upset, if they’re content, or if they love a brand, they’ll share it and they’ll share it as abrasively, crudely and honestly as possible.

But don’t be alarmed although this consumer has learned to sort through the traditional media bombardment he faces daily, he still wishes to give you the benefit of the doubt.

He’s chosen to talk to you and ultimately to be your friend.

He is waiting for your response, he craves to be spoken to, to be redeemed or be acknowledged for his years of devotion to your brand, product or service.

He wants to be engaged intelligently and indiscriminately. The communities of social networks are open and willing to hear your piece. To know who you are as a company and to let you in to a world riddled with immense possibilities of communication, information, and direct consumer opinion more efficiently and at a lower cost than traditional media ever imagined being possible.

The opportunity to talk to your consumer, relate to him, and remind him why you’re his favorite, or could be his favorite is more possible today than other time.

The choice is yours to take part in a global conversation, to join the virtual community as you’ve joined the communities of the real world.

Accept that you will be talked about, positively, negatively, or neutrally.  Only by accepting this can you then begin to formulate a plan of action and incorporation.  Only then can you shift conversations in your favor, defend and reignite the fanaticism of your brand.

The era of Social Media is now.

And The RE Agency exists to guide you through the process of integration to Social Media. With millions of active social networking sites it’s a heavy but necessary task. We’ll discover where your demographic lives online and the best means of approach to attain success. We’ll guide you through the process and provide you with feedback for the acquisition of your goals.  Social media is the future of your business and we are here to secure this future.

Now the question remains, will you innovate?

Will you accept and embrace change?

Or will you lay dormant?

Never to be heard of again.

Sheila

Social Media Communications Specialist @ The RE Agency