The Social Media Blind Spot

Despite the massive success and acceptance of Web 2.0 community-building sites such as Facebook and Twitter, many of today’s executives continue to ignore these social media networks. Many claim they don’t have the time or desire to spend energy or resources building their online communities. But the reality is these tools are being widely adopted by people and companies around the world, and, if used properly, can provide a valuable and cost-effective tool for businesses and organizations of all sizes.

According to a recent study by eMarketer.com, nearly 22 percent of all Twitter users exploit the medium for business-related reasons and that number is expected to grow significantly. Recent examples from local companies, including Starbucks, Alaska Airlines, Woodland Park Zoo and KING 5 News, illustrate how they are leveraging these networks to achieve key objectives.

Starbucks has done an excellent job of using Twitter to publicize the launch of its new instant coffee brand, Starbucks VIA Ready Brew. The company tweeted that it was offering free samples of the product. All one had to do was sign up at Starbucks’ website and within two weeks, the coffee was mailed to you. This approach was effective in getting hundreds of thousands of people to try the product and comment on it.

Alaska Airlines is also successfully using Twitter, employing the service to listen to and help customers with questions about flights and weather advisories, as well as to publicize special fares. Today, the company has more than 12,000 followers and actively monitors and engages in conversations about its service.

At KING 5 News, the Home Team has embraced Twitter to share local news, provide weather updates and connect with viewers in real time. By engaging with people online, it also reaches many outside the Seattle viewing area.

Finally, there is Woodland Park Zoo. The nonprofit zoo is using Twitter to publicize events like the Scout’s Weekend (when free admission was offered to any scout in uniform accompanied by a paying adult), as well as to gauge reaction to zoo services such as changes in operating hours or parking fees.

So, if you have not yet engaged with Twitter or other social networking, what is the best and smartest way to get you and your organization started? Here are some best practices to consider:

Begin using social networking platforms. It might sound basic, but you really must use Twitter to understand how it can benefit your organization.

Consider your business and communication objectives. It is essential that you clearly define what you want to achieve and how you’re going to measure your success leveraging social media.

Appoint a cross-functional team to consider the implications of using social media. Involve members from human resources, public relations and marketing, and legal departments to understand their perspectives.

Allocate staff and resources for social media site maintenance. To respond to questions quickly, Alaska Airlines regularly monitors its Twitter account and has dedicated a “head twit” whose primary responsibilities include maintaining the company’s profile and responding to tweets from distressed customers.

Educate your employees about how you’d like them to (or not to) use Twitter or other social media platforms. This step is essential to achieving success and managing a company’s reputation.

Twitter and other social media platforms are rapidly becoming mainstream tools for companies, and executives must learn how to take advantage of this technology to help achieve success and to enhance their company or organization’s reputation. By not embracing social media, executives are missing a tremendous opportunity.

Jennifer Gehrt and Colleen Moffitt are the authors of Strategic Public Relations: 10 Principles to Harness the Power of PR and founders of Communique PR, a boutique public relations firm in Seattle.