As she rises to her apology August 11, 2008Posted by David Gillespie in conversation, digital strategy, intent, social media, web 2.0.
Tags: consistency, intent, social media
Somewhere early Sunday morning (sober, I swear Mum!) I was talking to a friend about intent, and the revelation of intent through actions. She suggested action wasn’t enough, that consistency was required. Consistency then perhaps becomes the actual revealer of intent – or at least of priorities.
You can have the best intentions in the world, but your priorities will always one-up you with a slow reveal (or sometimes not so slow) of what your true intentions were.
This is no where more prevalent than corporate intrusion into social media spaces, where increased sales is the intent, revealed by the lack of consistency (which itself a form of consistency I suppose). I’ve actually been talking clients down from the social media ledge recently on account of so many other aspects of their online being fundamentally flawed. I’m always amazed at an organisation’s willingness to drop $50,000 on a “viral” campaign while being happy to ignore things that are fundamentally wrong with their main website.
The fact is we used to call social media “community management”, and much the same way that had a dedicated employee playing that role, social media requires the same. Companies who want to get involved have to ask themselves how much they want to get involved, and how much they’re willing to invest in it. It will only work if you are consistent, you can only be consistent if it is somebody’s job to handle every day.
If you’re not willing to hire someone to do the day-to-day on your organisation’s social media, to deliver consistency, you need to pick a different game to play.
Tomorrow we’ll look at why the barrier to entry is more than a 30-second spot (and why that’s a good thing).