Social media scandals vs convincing the bosses

As a marketing speaker I connect with many executives around the world about social media in the workplace. For the most part, the bosses are eager to implement the new tools of real-time communications in their organizations. They see the tremendous benefits of engaging in the ways that customers prefer.

However, a significant percentage (maybe 25 percent or so) let their fear of social media allow them resist real-time engagement.

Scandals give bosses an excuse to say "no"

Many of those who are reluctant cite a relentless list of scandals involving inappropriate use of social media.

Earlier this week, we had #weinergate sexting scandal where Twitter was used by a U.S. Congressman to send racy photos to young women.

Today there's a report of a Massachusetts Registry of Motor Vehicles employee fired over vulgar language in tweets directed at customers. One such tweet: "I just want to yell (expletive) you to all these customers."

The media's obsession with the negative side of real-time communications means that you need to redouble your efforts in communicating the positive.

You need to talk up the benefits

Talk to your bosses about how Nordstrom does Twitter right. Or about how GM Holden uses Facebook. Or how Eloqua made nearly a million dollars from one blog post written by CEO Joe Payne.

These are just a few examples from my blog. You can find more in the case studies category. And there are many such examples cited on other blogs too.

Your job as a change agent for your company isn't made any easier by the scandals that the media loves to write about. But you know that the benefits obviously outweigh the risks.

It is your job to convince the bosses to say yes.

Image: Shutterstock / Archipoch

Comments

[Anna]

I dont think it is

...It is your job to convince the bosses to say yes.

But... you can point them in the right direction and try to reduce their anxiety and fears.

[Arrica Lee]

Yeap. We couldn't be affected due to one or two bad apple(s). However, in Malaysia, social media and real-time marketing are not given much thought...yet.

[Al Pittampalli]

The evidence for social media effectiveness is so overwhelming at this point, I don't think anyone can intelligently use the occasional social media mishap as an excuse anymore. If it's a strategic decision, fine, but usually it comes down to fear of change, and it's only the greater fear of not changing that will persuade the laggards to come on board. But it's still possible to persuade them!

[tony]

Ooohh, great information you write it very clean. I’m very lucky to get this details from you. ;-) …

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[David Laurence]

When you talk about "The media's obsession.." is that the media struggling to find relevance in the real time world ?

[Rob]

great post and insight, especially about the scandals. Thanks for sharing.

[eBridge advertising]

I am quite interesting in this topic hope you will elaborate more on it in future post..This post is relevant to today..

[WFG Online]

People are naturally scared of that which they do not understand. I noticed a great deal of fear about social media among executives.

[virtual office malaysia]

It's a different scenario in Malaysia. Companies are slowly embracing online tools.