Are you really serious about social media?

The proliferation, promise and potential of social media have grasped the attention of many enterprises in Singapore.

Surveys and reports indicate an increasing corporate presence in social media as more and more companies in Singapore realise the popularity of social networking platforms.

Many appear to be keen in harnessing the power of social media for their business or brand. Some are looking to cash in on this (relatively) new business phenomenon. The rest say they have joined the social media bandwagon by setting up multiple Twitter, Facebook and LinkedIn accounts.

But, how many of them are really serious about social media?

For a start, social media is more than just deploying multiple platforms (and then handing the ‘duties’ over). A lot has already been said on the importance of developing a social media plan, and the equal importance of seeing it through – it can’t just be a one- off initiative.

But, even before plotting out plans and launching multiple platforms, it is essential to simply understand what social media means.  

You have got to understand the nature of  social media and how the various platforms function and differ– only then can you come up with congruent tactics; you need to appreciate the time required to effectively manage the platforms – only then can you maximise social media activities; you should know (or at least make an effort to) the terminologies and techniques, only then can you come up with specific (and relevant) goals.

How many of upper management who decided to launch social media platforms, including Twitter, actually understand the basic commands?

This brings me to my next point.

If you understood social media, you would know that collaboration is key. It cannot function productively if it’s in isolation of other initiatives, and your social media employee(s) should not have to work in a standalone role.

The company or team must warm up to the idea of infusing social media into all its efforts, or better yet, actively
adopt ways to tap into its potential. There should also be an active communication between the social media employee(s) and the upper managers or business owners to brainstorm best practices on how to fully leverage social media, as well as strategies on ways in which social media could work hand in hand with the companies’ various efforts.

I attended an event in Singapore recently, where one of the presenters adeptly explained social media for business. He said, it extendes across all divisions in the organisation.

This brings me to my final point.

If you consider social media as a fundamental strategy, you would evidently see the value of social media activities.

How much time and resources (financial or human) are dedicated to social media? Has it been designated as a priority, or is it perceived as a rather inconsequential component of the overall strategy?

For instance, is your IT department ready to assist with any technical constraints in the social media marketing plan, or is it at the bottom of their to-do list?

Also, are you quick to point out its infectiveness, or are you further looking for a metrics to measure its value and new ways improve the social media efforts? Furthermore, you would also acknowledge the importance of equipping those spearheading the platforms with training to boost their expertise and to enable better activity. How are you motivating your employee(s) who are dedicated to managing the platforms? Are you seeking ways to enhance their productivity?

Or is this the question in the back of your mind: “Why am I paying someone to Tweet all day?” 

Anushkar Mohinani, Journalist, Fairfax Business Media