Social media is reinventing marketing, communications, and the dissemination of information. While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies and the people who define markets of interest.
Today, many businesses approach this with the establishment of social media guidelines and policies. This is indeed an important step, and not one worth economizing. But it’s also not enough. I highly recommend establishing official procedures that remind representatives of the importance and privilege of engagement.
The openness of popular networks is trivial. Any business can join and create a profile. It’s the devices we employ, the intentions that motivate engagement, and the value we offer that dictate the significance of the brand-specific social graphs we weave. It’s a simple investment in either visibility or presence. In social media, just like in the real world, presence is felt.
Get all 21 Rules here: http://bit.ly/a4sylT
Brian Solis is the author of Engage and a leading authority in digital branding and marketing. Connect with him on Twitter or Facebook. What follows is a modified excerpt from Engage, the complete guide for businesses to build, cultivate, and measure success in the new web.