The Tendo View

Like many companies, yours may not be a “first mover” when it comes to social media. And that’s OK, really. How you embrace social media is more important than when you embrace it.

The last thing you want to do is spend countless hours rallying colleagues to use Twitter, launch a blog, or create a Facebook page, then proceed to break the golden rules of social media. But it’s surprising to see how often this happens. Companies put tremendous effort into launching social media programs, only to sabotage their own efforts with careless mistakes or by slipping back into bad habits.

If your company is new to social media, or you just got your first program off the ground, keep these three golden rules in mind.

Rule #1: It (still) isn’t about you

Don’t use social media simply as a new channel for the same message. Promoting your own products or services won’t engage your customers, generate an audience, or allow you to take advantage of social media’s two-way interactivity.

Put yourself in the shoes of your customers. Explore issues that matter to them. Provide insight only you can offer. Help them solve a problem. Take a stand on an industry issue. Be authentic. I hate to use the cocktail party analogy, but it works: Is the guy that won’t stop talking about himself any more interesting if he’s the host?

Rule #2: Be authentic

This could be considered an extension of Rule #1. The point is, be yourself. Every successful blog has its own unique, personable voice. That is, its own tone and style of communication.  It’s painfully obvious when bloggers tow the company line. Plus, the whole point of a blog is to have authentic, direct, and unfettered dialogue with your audience. It’s a powerful opportunity. Don’t waste it!

Rule #3: Don’t be a flake

The only thing worse than a narcissistic cocktail-party host rambling on about himself is this: Enduring his monologue and offering a polite response, only to see that he’s not paying attention. It’s the same with a blog. First and foremost, counsel your bloggers to not blather on about your company’s latest whiz-bang widget. And when they do post something thought provoking, make sure they respond to comments and stay engaged with the conversation. The easiest way to fail at building an audience is to ignore one.

Of course, there are many other challenges to running an effective social media program, but following these three rules will help keep you in the game.