It's the strategy that matters, not the name.

When I am discussing overall communication strategies with customers, the subject of “social media” inevitably comes up.  When this happens, I am occasionally met with blank stares.  Sometimes I am told that this social media thing is just a fad.  One cannot really blame people who do not focus on this stuff for a living for having a bit of a jaded attitude toward “social media” in general.  The topic is huge, not well defined and in a constant state of change.  It was not long ago Twitter was used almost exclusively to update people about what piece of furniture your derrière was occupying at the time.  What had been called “web 2.0” is now called “social media” and who knows what it will be called tomorrow.  For that matter, who cares?  What is important to understand is that interactive communication over the Internet just one of many tools that allow businesses to hear directly from their customers and provide those same customers with timely, relevant information.  UPDATED 2-15-2010 @ 6:30 PM EST.  SEE BELOW. 

That said, I still see a good deal of reluctance to place adequate resources toward brand monitoring, customer communication and a host of other opportunities evolving technology now makes relatively simple.  There are many tools available to help businesses more effectively engage their customers and address issues before they get out of control.  These tools can range from free to expensive, from simple to complex, from specific to general. Heck, a simple Twitter or Google search can let you know what people are saying about your company in seconds.

What many executives, especially those in older, established industries do not seem to understand is that social media, like any other communication platform, requires a strategy.  There is not a business, at least a successful business, that would just start placing random newspaper, television or radio ads.  Why should this medium be viewed differently?  In order to succeed in any communication endeavor, a successful business will make sure they have a few things in place:

1. Outcomes should be determined before any program starts.
2. Detailed methodology with measurable metrics should be implemented.
3. Responsible team members should know what is expected of them and they should provide feedback before, during and after a particular campaign.

Two things are perfectly clear. First, there is no magic to “social media” and second, there is no avoiding it.  So if you have to get in the game, get in the game to win.  Get in the game with a plan.

Effective Strategy Leads to Safe Landings

TIMELY UPDATE I COULD NOT HAVE PLANNED IF I TRIED:  Speaking of effective use of customer communications, check out how Southwest Airlines handled what could have been a sizable (pun very much intended) public relations problem.  Kevin Smith, a movie director, was removed from a Southwest Air flight because he could not, according to the airline, safely fit into just one seat.  Mr. Smith, clearly unhappy with this weighty (sorry, I can’t help myself) determination proceeded to let his Twitter followers know his opinion of the airline.  News reports indicate that his posts, replete with expletives, made it clear he was not happy with Southwest.

Having a thorough customer engagement strategy and allocating sufficient resources to social media monitoring paid off for Southwest.  Their timely monitoring of what customers were saying about them combined with timely, honest engagement allowed the airline to get out in front of the story.  The airline issued an immediate apology and detailed explanation.  While the story still made the news, Southwest’s strategic allocation of communication resources allowed them to control the story’s narrative and limit the potential damage to their brand.

What really happened?  Who knows?  That is not the point here.  The point is that a strategic approach to social media paid hefty (last one, I promise) dividends for Southwest.   However, if you want to see the entire drama playing out in excruciating 140-character detail, check out @ThatKevinSmith or @SouthwestAir on twitter.com.