From the Integrated Print Forum Blog - Top 10 Risks of Social Media
7. Thinking social media is only for marketing.
Although many organizations believe social media should be managed from the marketing department to enable the acquisition and retention of customers; other companies use social media as a critical enabler to their customer service efforts, research and development initiatives, strategy planning and so much more. Social media enables conversation through on line communities. The conversations you start or participate in can lead to so many great possibilities.
8. Too much power wielded by an individual.
There is a risk if the social media “face” of the company is a particular individual and what if that individual leaves the organization or takes another role within the company? Their social media currency could leave with them. Consider the impact of an individual and consider spreading the currency around to include others. Not only will it help to balance the power, but it can also help balance the responsibility to create great content and manage the social media strategy.
9. Not having the ability to localize your message to a particular audience.
What happens if your social media presence expands to another country or a customer base outside your typical one? Monitoring your social media strategy and reviewing the needs of a particular audience can help you plan for the needs of your existing and future audiences. As you look to expand into a new audience you should evaluate tactics to localize your message to the audience. This could include translation services or evaluating the needs of a new layer of employees.
10. Someone wants to have a conversation but they get ignored.
With more and more communication channels available to us it’s very hard to keep up with it all. But a simple business principle plays here–ignore your customer and eventually they will go away. Take the time to develop a solid social media monitoring plan that not only listens to what people are saying about you or your organization but also hears the smallest request and makes sure it gets the attention any good customer deserves.