Let's be social

Hello and welcome back bloggers! This week, we're talking all about social media. This is a field that most of us consider ourselves experts in. Many of us, if not all of us, are on multiple social media platforms. While most people see social media as just an outlet, those of us with communication backgrounds know that it is a fantastic communication tool. Little does the everyday user know, they are actually taking on a communicator role every time they log in.

How many times do you hear about something that happened and you instantly run to Facebook to search it and see more details? For me, it is almost daily. I will check Facebook and X before I ever turn on the daily news. If we are being completely honest, I will check a news organization's social media page before I ever go to their website. I do this for two reasons. The first reason is that I know I am savvy enough with social media to siphon through posts and find exactly what I am looking for. The second reason is that there is more than likely going to be public commentary on social media versus on the organization's website. Sometimes you can gain more insight into an event or story by reading what people post in the comments.

In my professional life, social media is part of my job. I am responsible for monitoring what news outlets are saying about my employer and how the department is tracking on social media. More often than not, I get way more insight from social media than any news site. Every news outlet will share their articles to their social media pages and this is where you can get a true feel for public opinion. In working for the government, I have learned, that the best way to know how people feel about your organization is to go to social media. 

That being said, how many times in your life have you commented on a news posting or shared an article on social media? At least once right. In doing this, you have now solidified yourself as a communicator. People often see social media as a way to blow off steam or just unwind. However, they are fooling themselves if they think that what they post is just falling on deaf ears.

Source Mob notes that 94% of recruiters use social media in recruiting efforts. That is an overwhelming statistic. It is especially concerning if you are entering into the workforce or looking to make a career change. This is where social media users must be strategic in their communication efforts. Instead of posting every thought that comes to your mind, think of how potential employers or even potential romantic partners or friends may take your messages. The way you are communicating via social media changes people's perceptions of you. 

This also applies to organizations. What you post matters. As I talked about in my Breaking through the clutter and creating valuable content post, it is important to know what your audience is engaging with. To that same point though, it is equally as important to engage with your audience. Opening the lines of communication and actively responding to comments and messages can be very beneficial when it comes to building trust and credibility. I know I am more likely to interact with brands and organizations that are quick to respond to inquiries or messages. Now, in saying that, there should still always be a communication strategy at the corporate level. Workvivo says it is essential to manage the communication strategy to your external audiences because it affects your company’s public image. A public misstep can change the way consumers view you and affect your business outcomes. 

Social media is great at getting a message out, but sometimes those messages can hurt companies rather than help them. We have seen the rise of cancel culture as of late, and social media has been in the foreground of accomplishing most of these "cancels". An entire company can lose millions in profits, take Anheuser-Busch for example after the Dylan Mulvaney controversy, just simply due to someone who disagrees with their message or campaign spreading a message on social media. Whether it is right or wrong, the court of public opinion matters, and oftentimes demands answers from the company they are against. I think that the fear of being canceled leads companies to be very broad and generic in their communication. In hopes that their messages won't offend people, they often fall flat. 

So how can these companies stand out on social media? Well, the biggest asset we are seeing lately is the rise of influencers. Influencers can be an integral part of a strategic communication plan. Influencers are different than brand ambassadors because they are not paid to promote your company or product. They are people who receive your product and give a realistic review of it. Medium mentions the four types of influencers, micro-influencers, content creators, celebrities, and industry experts.

Source: IZEA.com

Now, personally, I'm going to take the word of a micro-influencer at face value and a celebrity with a grain of salt. This is not the case for everyone, but I feel like so many brands and companies are reaching out to celebrities for name recognition, but companies who reach out to real people who will really use the product in their everyday lives are getting the most value from influencer culture. I'm going to believe a micro-influencer mom with 1,000 followers who says she tried a diet pill and lost 5 pounds over a celebrity with 1 million followers who also has a dietician, personal chef, and personal trainer saying she lost 10 pounds. All of this is to say that companies need to be very strategic with social media. What they are posting, how they are responding, and who is delivering their messages.

Social media can be a fantastic tool if it is used correctly. Companies should include a social media plan in all of their campaigns, and all social media users should consider what message they are sending out before they hit post. How we represent ourselves, both personally and professionally, online matters and could lead to a big break or a big downfall.