Social media is no longer about what you had for dinner

It is okay if you don’t tap social media due to regulatory restrictions or it just does not fit your customer base, but you should have someone dedicated to monitoring various social media channels to avoid damage to your company’s reputation. Just because you are not posting something does not prevent someone posting something about you.

So determine the best social media channels for your organization and create a social media plan, even if it means just listening.

Traditional media’s influence is waning. Social media has flattened the playing field, allowing companies to disseminate the information they want, to whomever they want, whenever and however they want. There’s no longer a need to wait for a journalist to file a story— if companies want their audiences to know something, they can just post it to their blog, Facebook page, or Twitter feed.

If you’re still deciding whether or not to maintain a social media presence, the answer should almost surely be yes. Your audiences aren’t waiting for you to interact— they’re already talking about you. Companies that engage their audiences can build positive relationships, create a reservoir of goodwill to tap into when a crisis strikes, and help prevent false rumors from spreading before they take deep root. 

Journalists are also turning to social media in droves to learn more about you. If you’re not managing your reputation where your audiences are, you’re nowhere— or worse. 

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.