It isn’t always a good idea to create a social media strategy or an online community.
- Offline Workforce: If a workforce is not online on a regular basis, and would never go home and connect to the internet to learn more about their job, a community won’t work. Think retail jobs or office cleaning workers. Ok, this one’s obvious.
- Poor Customer Communication: Opening the doors to conversation means you actually have to be ready to listen. The company doesn’t have to be perfect, it doesn’t even have to be great at listening to have a great community, but if the company’s not ready to listen at all, don’t start. Your company will just open itself to criticism it’s just not ready for.
- Siloed Organization: When there’s a community being built around customer’s having better interaction with company employees, but the company is built in silos, and there’s no clear reward for employees participating, social media, specifically communities, don’t work. A great example of this is consulting firms.
Eventually, most companies will figure it out, most employees, partners, colleagues and customers will expect to have direct access to a company but right now, not everyone’s ready. Like Facebook, social media and online communities are trains that have left the station and there’s no turning back.
Think I’m wrong? Tell me why.