Is Your Company Scared of Social Media?

By Beth J. Bates, New Media Special Correspondent

Social Media Today recently published a very interesting (albeit not surprising) post about why companies are reluctant, and in some cases, downright scared to use social media. I really like this post because the six reasons given are ones that I have heard many times. The post goes on to address these concerns using compelling facts and statistics. Here are the six common worries (and some answers):

1. Employees will waste time with social media. Truth is, employees have a variety of ways to access the Internet during the work day — with or without permission. So, why not encourage them to be part of your brand story instead of banning them from it?
2. Haters will damage our brand. Scott Monty of Ford once said that "crisis brings opportunity." If folks are having negative discussions about your brand, you may need to make some adjustments.
3. We'll lose control of the brand. People are talking about your brand, which is out of your control anyway. By participating in the conversation, you can help shape your brand instead of letting it crash forward like a runaway train.
4. Social media requires a real budget! It's not really cheap, or free. Social media requires experienced staffers or consultants to guide you in integrating your social media marketing into your overall marketing plan. But the upside is worth it.
5. Fear of being sued. This is highly unlikely.
6. Fear of giving away corporate secrets or that information on social networks will affect the stock price. This can be guided with a social media policy for your employees. Most companies have guidelines for any type of corporate communications. Social media shouldn't be any different.

How has your firm overcome social media fears?

Beth J. Bates consults with Hinge on social media tool selection and strategy and helps its clients find effective ways to leverage these new mediums to meet business goals.