One of our executives bought Facebook stock right after its initial public offering.
1. “Look at the huge number of Facebook ‘likes’ or Twitter ‘followers.’ ” Who cares if the majority of them aren’t only nonmembers, but are from a distant foreign country—like “Montana”? (And if you find yourself coming up short, just spring some cash loose and buy them through sites like get-likes.com).
2. “It’s YOUR voice.” When competing with the likes of CNN or TMZ, you need great, engaging con-tent—just not on your budget. In fact, many CEOs will insist that social media responsibilities be delegated to the youngest new-hire because, in their words, young people are the ones who can do it “economically,” and perhaps incoherently. Even worse: Some CEOs decide to do it themselves, which results in an experience as exciting as watching a tree grow its annual ring.
3. “Why not, it’s free!” Marketing staff remind me that it’s free, just like “free checking.” And put an asterisk after it with something like: *Does not include software tools, marketing salaries, compliance costs, and free-lance design.
4. “It’s so popular WE ban it!” While we come out with articles and offers on Twitter, Facebook, and Foursquare, our technology guardians block Twitter, Facebook, and Foursquare for our own employees. You don’t want them wasting time knowing what’s happening, do you?
5. “It’s just like anything else we print.” That’s because we take all material and make sure a large committee of accountants, compliance officers, and lawyers approves it. Nothing says “friendly” or “local” like a short marketing slogan followed by a six-sentence disclaimer.
6. “Everyone else is doing it.” Unless they just quit, that is.
7. “We need to control social media, lest it control us.”
1. Play nice. Apologize profusely. Be positive. Educate. Don’t advertise.
2. And, before it’s completely worthless, sell your Facebook stock!