Social Media Crisis Communications & Shiny New Objects – Sins of 2009
Today we’re going to look at one of the biggest sins of 2009… shiny new objects syndrome.
When I look back at 2009, I’ll remember it as the year that people became obsessed with Twitter and Facebook. Seems everywhere I turned, people were clamoring over these shinny new objects… like aborigines who have seen themselves in a mirror for the first time.
The obsession with these tools is perplexing for me, because I know some people truly enjoy them… while others have jumped on the bandwagon because they fear being left behind. It’s a classic version of trying to keep up with the Jones.
The sad reality, is that while many people were chasing after the shinny new objects, they took their eye off the ball; they lost track of priorities, especially in the field of communications.
All communications is about what you want the other person to know and how you want them to respond to that communications. There are many tools that can help you achieve this goal, but too many people in communications have tried to force fit Social Media not only into their tool kit, but to make it paramount as a communications tools.
I think that is a bad idea. Social media reflects a huge generational gap between those under 30 who use it often and those older than 30 who have never used or seen a social media site.
While they tools have their benefits for maintaining certain relationships, they are often a force fit in a corporate culture. Sure, frantic fans of a movie star may want to track their every move on Twitter, but do customers of a chemical company really need to follow your Tweets…and do you really think that I want to follow your Facebook fan page? Not likely.
The reality is, as a communications platform, Social Media sites are unreliable and vulnerable to hacking. There are still many other forms of communications in your tool chest that are more reliable and are better for reaching your loyal audience.
So if shiny new object syndrome was your sin in 2009, as we enter 2010, your redemption would be to make an effort to not get distracted by what is shinny and new, but to use it only when it is a good fit and the right fit…not a force fit.
I get asked about using Social Media a lot as a crisis communications tool, so on January 19th at 11 a.m. CST, I’ll host a special telemseminar called, Social Media When “It” Hits the Fan. If this is a topic that impacts your and your team, I invite you to sign up. We’ll look at examples of when Social Media has worked well and when it has been a huge failure.
Tomorrow, we’ll wrap up the week with a look at what leaders don’t know and how it impacts your job.
1) If you’d like to sign up FREE for the audio version of this, known as the BraudCast, click here.