Social Media and Iran – Lessons For Business

I find myself utterly amazed at the following Time news report:

The U.S. State Department doesn’t usually take an interest in the maintenance schedules of dotcom start-ups. But over the weekend, officials there reached out to Twitter and asked them to delay a network upgrade that was scheduled for Monday night. The reason? To protect the interests of Iranians using the service to protest the presidential election that took place on June 12

Twitter (at least in the eyes of the State Department) has become an important communication tool for Iranian people. While there are some naysayers (BusinessWeek does a nice job of explaining why Twitter is more hype than a true communication tool for the Iranian people), the fact of the matter is that Twitter (and to a slightly lesser degree Facebook) is being used to voice the opinions, thoughts, and feelings of a movement.

It warms my heart to think that an American technologly might ultimately overthrow a zealous theological Middle Eastern regime, but that’s not the point of this article. My point is simple: Business owners and operators who ignore social media do so at their own peril. Here are my recommendations for getting the social marketing ball rolling at your company:

1. Get acquainted so you don’t look out of touch. I have absolutely no data regarding Facebook or Twitter ROI, but I can tell you this: If you don’t know what Facebook or Twitter are, you’re at risk of being viewed as “out of touch.” If you’re in the business of selling locomotives, that might not be a deal breaker. If you’re in the business of interacting with everyday consumers, you’re very much at risk of looking bad (and therefore losing business opportunities). Take a moment to learn what Twitter (or Facebook) is, how it works, and maybe even give it a try (using your own name and keeping your company out of it for now).

2. Don’t force it. I’m not saying that every business owner should run out and join Facebook or Twitter. In fact, it’s a really bad idea for anyone who doesn’t know what they’re doing to start Tweeting or Facebooking on behalf of their company. The rule of thumb when it comes to participating in social media: Don’t get involved unless 1) you have something to contribute and 2) you “get” it. There are few marketing foibles worse than ham-fisted participation in a social network that you know nothing about. That’s known as a #fail (a.k.a. not good).

3. Talk to your employees. Is someone in your office on Facebook or Twitter (the answer is probably yes)? If so, ask them about it. Do they feel like showing you what it’s all about? Do they mix business with their personal profiles? Are they Facebook friends with any customers, or are any customers following them on Twitter? Keep in mind that the goal here is to learn from your employees – this isn’t supposed to be a witch hunt or an attempt to put someone “in charge” of your company’s social media marketing efforts. More than anything, it’s an opportunity for a business owner or manager to get a sense of where social media fits into the status quo (and perhaps identify opportunities).

4. Get with an expert. Hire someone who understands social media to sit down and discuss options and strategies. It’s smart to get expert help, and to be brutally honest I don’t know that there’s going to be a big money-making social marketing opportunity for most businesses. Don’t get me wrong – I’m not saying that participation isn’t needed (I think it’s smart for any business to participate) – but no one should expect to make a fortune on Facebook, for example. It’s too early for that. Instead, you want to talk to an expert to get some ideas for a long-term strategy and to come up with some short-term goals. Incorporating  social media into your marketing budget (based on a reasonable set of expectations) might be a good starting point.

5. Remember it’s not rocket science. Marketing your business on Facebook or Twitter is no different than marketing your business at your next family reunion. Your goal is to let everyone know what you do and hopefully leave them with the impression that you know how to do it. Fundamentally, social media does not represent some sort of major change in the way that business is conducted.

Contact us if you’re looking for some guidance on social marketing for your small or medium sized business.