Social Media Uncovered: stop thinking social and start thinking media
On 27th April we headed down to the Academy of Experts in London to attend the Institute of Association Management’s ‘Social Media Uncovered.’
Colin Minto, Group Head Resourcing Strategy and HR systems for G4S, was there to share his social media best practices for leading organisations.
“There’s a lot of scaremongering around social media,” which he said can cause some to avoid getting involved. “It’s overhyped, but you should use it as a marketing channel, as part of your weaponry.”
Colin said that while many organisations shy away from social media, they’ve probably unknowingly used it in the past. For example, if they have ever posted on message boards, or CC’d anyone into an email.
What are organisations’ main concerns surrounding social media? Colin named a few: law, brand reputation, resources, fear of being offline, cost and loss of opportunity.
He advised organisations to stop thinking social and start thinking media: “Social media is not that different to traditional media channel; it’s an extension of the marketing army.” He also said it’s probably not worth buying followers– you’ll just be posting your content to robots.
Social media provides a chance for you to show who you are as an organisation, to demonstrate some personality. Once you have decided to grow a social media presence, it’s important to stay involved. You can’t just make an account and abandon it.
“Put out less, high quality content.” Colin advised. “You want shares, not likes.” Think about what your audience cares about and the reasons you are sharing content with them. Video is a particular useful tool to achieve this.
How do you choose which social media platforms to pay attention to? It depends on where you audience is, what your aims are and what you are offering. You need a plan, to understand how much you are investing and the risks involved. The more you can measure, the better.