In digital comms one tool equals no tools (and no strategy)

One of my contacts called me yesterday to ask me if they should delete the Facebook link on his company’s website. We had a chat and I said yes.

Why did I say yes? Before anyone crucifies me here is the back story.

This is a new small company – not a tech company – and they don’t provide services over the web. Their website is only their corporate brochure albeit online. (Telling all: This is not one of my jobs or a contract or anything. These are friends asking me for my opinion). When they asked for my advice regarding social media and spreading the word online I asked them one question: Do you have the time and perseverance to do this the right way? Turned out the answer was no. They did have a Facebook account but only because one of the directors knows what it is. Everyone else was mystified. So they wanted the badge off. They think that their core audience will not understand why they are on Facebook or why they don’t have a great big number of followers. So I said ”yes, take it down”. Why?

In digital communications one tool is not enough
Using one tool like a website or Facebook is not enough. It’s like using none. It means that the company is not really behind a digital communications strategy and it’s just being disjointed in its approach. The online world is not easily forgiving of such attitudes.

They don’t have a face
In digital communications you need a face – or many faces – to push the message out there. You don’t need a corporate account. You don’t need content like “our company is doing so and so”. You need content that is personal. The type of thing that comes from people with a name and a picture and their own words about why they believe in the product and the dream and the process.

That face would need time
You cannot do this only half way. With the amount of information on the web today you need a lot of time and a lot of belief in the medium to make your voice stand out. You need to read a lot, to link a lot, to discuss a lot and to always stay ahead of the curve. In other words you need to become one of the leading voices of your industry online. And that cannot happen overnight.

Get one person (minimum) to lead on this
At the moment all the directors are up to their neck with other things. Normally I would have insisted on all of them doing some communications task, actually owning a piece of the comms pie. But I know how hard it can be. So I urged them to get someone in to lead on their online presence. Take care of the website, have a blog, be on Facebook, be on Twitter, follow others, know what is going on in the industry. Get a PR and comms person, like, yesterday!

If you’re gonna do it then do it all the way
No excuses, no half-hearted attempts. It’s better to stay silent until you are ready than to get out there willy – nilly and just confuse and allienate everyone. You don’t have to spend money. You don’t have to worry about ROI. Do it cheaply but do it right and there will be a Return On Time even if it’s difficult at first to spot the Return On Investment.

So, I agreed with taking down the Facebook badge because they weren’t ready yet.

What would you have done?

Read On:
Don’t Have Enough Time? from Jacob Morgan’s Blog on Social Media, Technology, Marketing, and Life
Louis Gray is Social Media, plus the Return of Innovation, Startup Advice and WallStreet from Talk Social News (podcast)
Social Media Experts are the New Webmasters from Louis Gray
Social Media Marketing for Small Business by Matt McGree on Search Engine Land
Should Startups invest in PR? from Digital Era (yes, yes, that’s me)

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