Business Integration of Social Media

Jeff Penley

August 20, 2011

Abstract

This article explores issues regarding the decisions facing business owners and leaders pertaining to the integration of social media into their business model. It examines the decisions required for choosing social media tools over alternative methods of content distribution. In a world beleaguered by economic recession, the article offers numerous ideas for cost savings and cost avoidance. Included is discussion pertaining to various types of social media resources and tools available for business owners. Dialogue is presented relating to the strategy for implementation and management of content. Risk management and elimination are examined when integrating social media with a business model. Social media management must include guidelines, policies, rules, restrictions, and training to reduce risk. Employing qualified web developers, designers, and managers into the business model promotes a profitable and active social media environment.

Keywords:

social media, web designers, web developers, brand recognition, social media tools, programming, target audience, social network, outsourcing, web presence, distribution, risk management, content control, real-time, distributed computing, strategy

 

Business Integration of Social Media

Business owners and leaders are debating the integration of social media into their business models. Today’s web designers and web developers will be faced with numerous questions regarding the inclusion of social media capabilities into client sites. Familiarity with the issues regarding this subject is a necessity in providing information so customers can make educated decisions. A compelling argument for integration is offered to business owners and leaders by Dutta (2010), who asserts:

Today’s leaders must embrace social media for three reasons. First, they provide a low-cost platform on which to build your personal brand, communicating who you are both within and outside your company. Second, they allow you to engage rapidly and simultaneously with peers, employees, customers, and the broader public, especially younger generations, in the same transparent and direct way they expect from everyone in their lives. Third, they give you an opportunity to learn from instant information and unvarnished feedback. (p. 2)

Business owners are faced with economic recession, global competition, and rising costs. Social media offers the ability to increase brand recognition economically. The capability to communicate with all relevant entities related to a brand in a real-time mode, allows for uncensored feedback and learning opportunities. According to Meister and Willyerd (2010), companies “are experiencing increases in internal collaboration, innovation and employee engagement as a result of creating a corporate social network” (¶ 3). An unfiltered exchange of ideas may prove invaluable for inspiring entrepreneurs. Linking employees who are working in different locations can provide valuable insight into problems and solutions that might not reach company management otherwise. The goals a company strives to achieve will ultimately determine the type of social media tools needed and the correct individuals required for creating their content. Continuous maintenance of sites or distribution of content may require companies or individuals with specialized skills. Some content may require skills such as programming, while others require an in depth knowledge of products or services a company offers. Proper planning in advance is needed to determine who the audience is before choosing the type of social media to engage and those best suited to manage the content.

Social Media Types

There are many types of social media formats available. The function and abilities of these platforms are varied. Users may find some of these tools will suit their needs while others will not. The type of media chosen should be based on certain criteria which include cost, time available, qualified managing individuals, and the audience connected to the media. Other factors consist of the company goals, the business market needs and requirements, and what the company has to offer in content.

Rubin (2011) asserts that government agencies use social media to interact with their customers and some of the most commonly-used types of social media tools include:

1. blogs

2. social networks

3. micro blogs

4. Wikis

5. video

6. podcasts

7. discussion forums

8. RSS feeds

9. photo sharing

The target audience and amount of interactivity required will influence the type of media employed to achieve company goals. A company desiring to attract attention to a product may choose a photo or video sharing media which require a limited amount of time to create but is online when their content managers are not. Other companies may need to engage their audience or customer base directly in real-time, consequently the best choice may be a social network, discussion forum, or blog. Information sharing can be done efficiently through the use of wikis and rss feeds. Whatever format a company chooses, the personnel and resources required to create, operate, or maintain the content need to be carefully planned in advance.

Strategy

Outsourcing is a consideration when deciding to integrate social media into your business model. This presents many issues such as the security of trade secrets, the possibility of inaccurate content being posted, and bottlenecks in the relay of information due to the lack of company knowledge. Authenticity is something only you or your connected and informed team can provide. Zuk (2009) states “Getting involved with social media is the best way to learn how to use it and virtually everyone in an organization needs to come onboard to effectively implement it” (¶ 8). A business owner cannot be a neutral player in their companies social or web presence. Knowledge of how to utilize the existing social media tools is a necessity in order to achieve the desired company goals. It may be essential to appoint trusted and capable individuals or teams to oversee the company social media activities from creation to daily activities.

Rushing to hire a new social media manager just because they are experienced with the tools may not be the best possible decision. Bottles and Sherlock (2011) stress “It would be far better to find someone who is already thoroughly familiar with and personally committed to your institution” (¶ 6). The management of social media within a company is best left to those who are directly involved with the company activities. The ability to edit or approve content before publication then lies within the realm of the business owner or department management. Some content may be deleted after distribution while other content cannot and may do permanent damaged to a business reputation whether true or not. This risk creates fear for many who rely on others to manage their social media. Businesses should not be fearful of social media but rather embrace it. It has allowed small to medium sized business to compete with the titans. Rather than taking a neutral stance or choosing to ignore it, it is best to be informed and creative as to how business might benefit from it while alleviating possible risk.

Risks

While Sitaram and Huberman (March 29, 2010) observe “social media expresses a collective wisdom which, when properly tapped, can yield an extremely powerful and accurate indicator of future outcomes” (Conclusion, ¶ 2). There are risks and impediments involved if social media tools are not used properly. Content managers must be able to keep pace with technologies and platforms which are changing at a rapid pace. This may require valuable time and training. A site that goes unattended can present the business as inattentive or lacking the desire to be cutting edge. Privacy and security issues must be addressed, as well as potential legal concerns.

Whitney (June 8, 2010) states “Malware, brand hijacking, lack of content control, noncompliance with rules over recordkeeping, and unrealistic expectations of Internet performance were the top five social-media risks to businesses” (¶ 2). The first steps in risk management include the creation of proper use guidelines, policies, rules, restrictions, and training. With proper education and training, many of the risks can be eliminated but ongoing oversight must play a continuous role in maintaining a valuable, productive, and secure web presence.

Conclusion

Proper application of social media tools can provide businesses with an array of advantageous opportunities to further their goals. Those opportunities include the ability to find new potential customers, reach more markets, and target those entities specifically with low cost or free advertising. The capability to address customer complaints or concerns in real-time allows for resolve of issues during times when the brick and mortar operations may be closed for the evening or during holidays. Inclusion of tools such as forums or customer blogs can boost credibility by allowing testimonials from passionate customers willing to help spread the word about a company, product, or services.

One issue not discussed within this article is transparency. If a business chooses to employ bloggers into their social presence, there are laws pertaining to disclosure of material connections between advertisers and endorsers. Clear guidelines are needed for what can be posted and what cannot. Businesses must be mindful that posted content can present problems. These complications are in the public realm and so are the solutions. Simply deleting content may appear to consumers as worse than the original issue. A company may garner more respect by admitting a problem and applying a well thought out solution. The control of content must maintain a balance between the desire to allow consumers to speak freely and the need to control the outcome. A competent and trusted management team can address issues with careful thought and planning before they become a reality.

Recruiting of talent to assist in the creation of the online presence can be a beginning step when starting with the basics. There are many online resources available for free to help with the learning curve and getting the ball rolling. With the tremendous interest in web design, development, and other areas of distributed computing, it should be no problem finding qualified individuals willing to help reach the desired goals. Whether choosing to lead or follow, social media is a valuable resource. As a business owner or manager, the wise recommendation is to get started developing an active social media presence as soon as possible.

References

Bottles, K., & Sherlock, T. (2011). Who should manage your social media strategy? Physician Executive, 37(2), 68. Retrieved from EBSCOhost.

Box Hill Institute. (May 3, 2010). Social media statistics & facts 2010. [Video file]. Video posted to http://www.youtube.com/watch?v=gQ0wFqNfu7A&feature=related

Duke University Center for Instructional Technology. (n.d.). Developing a professional online presence. In Duke.edu. Retrieved July 18, 2011, from http://cit.duke.edu/pdf/grad/online_presence_handout.pdf.

Dutta, S. (November, 2010). What’s your personal social media strategy? In yourwebbrand.com. Retrieved July 16, 2011, from http://en.yourwebbrand.com/personal%20social%20media%20strategy.pdf.

Meister, J. C., & Willyerd, K. (2010). Five myths and realities about using social media in your company. People & Strategy, 33(3), 4-5. Retrieved from EBSCOhost.

Rubin, J. (January 19, 2011). Types of social media. In HowTo.gov. Retrieved July 16, 2011, from http://www.howto.gov/social-media/social-media-types.

Sitaram, A., & Huberman, B. (March 29, 2010). Predicting the future with social media. In arxiv.org. Retrieved July 20, 2011, from http://arxiv.org/PS_cache/arxiv/pdf/1003/1003.5699v1.pdf.

Whitney, L. (June 8, 2010). Study: Social-media use puts companies at risk. In CNET News. Retrieved July 20, 2011, from http://news.cnet.com/8301-1023_3-20007071-93.html.

Zuk, R. (2009). Social awareness: Transforming your team into social media strategists. Public Relations Tactics, 16(3), 7. Retrieved from EBSCOhost.