Take Risks with Social Media
WRITTEN by: Bethany Bebech |
categories:
Content Marketing
We see it everyday. Company X says they're ready to jump into the social media space, but when they get into the planning stage (assuming they followed a strategy development process) all the fear and old-school marketing techniques set in. Let's face it, social media requires a new approach and the ability to take a few risks.
Companies have been here before. Remember when email first rolled around? Companies were a little scared to give all employees access to email. Mobile phones? Ability to surf the web? Today companies are starting to realize that employees are going to participate in social media whether the company likes it or not. Some approach this the right way and develop social media policies and take the time to educate employees about the right way to participate.
One example of taking a risk
I love sharing the story of Upward Brand Interactions client Ohio Hi-Point Career Center. They are one of the first educational institutions to start utilizing social media to communicate with students and the community. Earlier this year, the mind behind the social media program at Hi-Point, Shane Haggerty, approached us about taking his social media efforts to the next level. He had the idea of giving select students the voice and a platform to tell their story.
Shane selected 10 student bloggers, all from a variety of different programs at Hi-Point. He armed them with Flip Cams, established guidelines and educated the students on the basics of social media. The students have since taken control and are telling their story to the community, potential students and parents. What better way to capture the true essence of being a Hi-Point student? All of this takes place on a microsite called Hi-Point Journeys.
This usually catches many corporation by surprise. Shane found a way to give 10 high-school students a voice! These are teenagers! If he can do it with teenagers, I'm sure corporations can find a way to give their employees a voice. Of course I'm not suggesting companies just let employees loose and give them the ability to say whatever they want. Follow the Hi-Point process:
- Have an objective
- Create a plan
- Develop guidelines and educate those involved
- Monitor and moderate where needed
Are you ready to take a few risks in 2010?
