Getting the boss on board with Social Media

One of the most popular questions industry folks ask me is “How do I get buy-in for social media from the boss?” Good question. If you’re working for someone (or a whole board of someones) who tends to drag their feet when approached with the subject of social media, sometimes its hard to get through and ‘prove’ the real value of establishing an online presence with your customer base.

First let’s uncover the reasons why otherwise smart management folks hesitate to step into the arena:

1. It takes too much time
2. I don’t want people talking smack about us
3. I can’t control the conversation
4. I can’t see the difference in our bottom line
5. Its a trend and it will pass

Now let’s pick those myths apart with a freshly sharpened 10″ chef’s knife:

“It takes too much time”

True, social media management does take a little time to cultivate, nurture and grow. But then so does your customer base in general. Only with Twitter, Facebook, or YouTube, you can tend to it in tiny increments; here and there. If you have to, set calendar reminders to check your feeds and poke around the neighborhood or industry to see if there’s anything interesting to pass around – not only to you but what your fans/followers might find interesting. You can also farm out these tasks to a few trusted employees, and actually track real results of your efforts through Google Alerts, SocialMention, and general analytical tracking on your web site.

**The Twitter for Restaurants guide goes over this topic with a fine tooth comb – and offers solutions, tips, and CALENDARS to make social media time management a walk in the park.**

“I don’t want people talking smack about us”

I have news for you, people will talk about you whether you are listening or not – and especially if you are not in the room. The great thing about Twitter and Facebook is, you can nip any negative chatter in the bud on the spot and right there in front of everyone. Someone who is renown for his responses to unflattering tweets – and negative chatter in general – is John Pepper of Boloco (@boloco).

By at least being in the same room i.e. being where your customers and market are, you’ll be improving your brand’s reputation online. After all, you have nothing to hide and want to make things right, right? Are review sites like Yelp! already giving the boss a heart attack? Check out Lisa Barone’s (@lisabarone) nice Smallbiztrends.com post on getting more out of Yelp! and handling reviews.

“I can’t control the conversation”

No, you can’t, but you can start it, steer it, engage in one about your establishment or community interest, or be a genuine voice and participant in other conversations. You can be instantly proactive, and according to this ConversationAgent.com post, you have the opportunity to “offer the added benefit of customer service” – on the spot.

“I can’t see the difference in our bottom line”

Precise ROI is not easy to prove with online marketing, and this is especially true with social media. You have to curb your thinking about social media as strictly a sales tool (which it isn’t) and start viewing these outlets as adding value to your online relationships with customers and community. There are a variety of tools to analyze and track how your brand’s message is moving across web channels, such as the above mentioned Google Alerts, SocialMention, BackTweets, and of course Google Analytics.

“Its a trend and it will pass”

More bad news. PR and new media consultant Sarah Evans (@PRsarahevans) said it best: Social media is happening, with or without you. Your competitors are doing it, the world is doing it. Its here to stay and will morph into something even more relevant and vital to modern business marketing. We’re not drinking Kool-Aid here, either. Social media participation, blogging, commenting on other blogs, and online brand reputation management is one of the most (if not the most) effective and affordable things you can do to market your biz today.

Have you gotten push-back from your organization’s higher-ups – or are you the decision maker and feeling the pressure? Chime in below and tell us your story.