No one seems to have a handle on when and how the downturn will begin to reverse itself, but one thing is certain: Social media will play a role in business and communications strategies no matter what. And the proverbial toolbox will be comprised not of tangible tools so much as strategies and best practices.
Rohit Bhargava, founding member of the 360 Digital Influence Group at Ogilvy Public Relations Worldwide, and author of Personality Not Included: Why Companies Lose their Authenticity ( McGraw-Hill, 2008), identifies the best practices to help organizations successfully move into the future:
• Read blog posts, tweets and other content out loud before posting online. The words must be conversational enough to engage customers.
• Consider the corporate Web site a “social media tool.” The majority of customers learn about a company by reading the “About Me” section of its Web site.
• Remember that the content is more important than the technology. Bhargava argues that “corporate communications professionals do not have to be ‘techies’ to use social media.” As long as the communications department can create original, engaging content, they should lead the company’s social media initiatives.
• Facilitate an online discussion around the company and its products. Social media is not just designed for linear, back-and-forth communication between a company and individual customers. It must also inspire positive discussions among customers as a group.