A FEW INITIAL TAKEAWAYS FROM FACEBOOK AND GOOGLE PLUS UPGRADES

By now I’m sure you’ve heard about the upgrades to Facebook and Google+. Needless to say, the changes are dramatic and represent a major shift in how we collaborate and consume, share and chronicle our media, news and information.  Facebook’s Timeline concept and its integration with music, movies and television are game changers and Google + is poised to leverage its search superiority and evolve into a major force … particularly around video broadcasting and collaboration.

But what does this mean for your business? Here are some takeaways from this week’s social media announcements:

While this week was about Facebook and Google +, social media is much more than just the leading platforms. Social media is a noun AND a verb; it’s ultimately about sharing content. Every business and organization should be thinking about developing and sharing content.

Consuming, sharing and chronicling news, media and information is now easier than ever … in fact, it’s almost frictionless.  The challenge is developing compelling content – words, images, sounds and video – that people will want to consume, share and remember.  Owning the channel – a Facebook, Twitter or Google+ profile – is just the start. Developing compelling content is paramount.  Companies must invest in talent and professional communicators who can help them tell their stories most effectively – through words, images, sounds and video – and develop appealing programming people will want to use, share and keep.

How do you develop compelling content people will want to consume, share and remember? Be authentic, transparent, and creative – and become audience-focused. Social media is about engagement, listening and developing mutually beneficial relationships.

Millions of other firms are coming to the very same conclusions outlined here, so it’s imperative that you not only stand out, but make yourself easier to find. Search Engine Optimization (SEO) is more important now than ever.

Don’t fall into the technology trap. Certainly, social media utilizes technology – but business and communication is still about people, not bits and bytes.  Technology partners are important, but they should not be running your social media programs.

No strategy – especially a business strategy – can ever be successfully implemented without communication, and social media is an extremely powerful form of communication. All of our outreach efforts should be social.

Have clear expectations and set realistic goals for your social media programs. It’s not a race to collect numbers, it’s about building meaningful (and fruitful) relationships with the people who matter to you and your organization.

Despite all the advances and the “cool” factor, social media is most effective when paired with other, traditional forms of media, marketing and public relations.

Anyone who has ever tried to grow grass in their yard knows that it’s never as easy as you think – and the grass generally grows in places you don’t want it … like around the patio and in flower beds.  Social media programs often feel the same way. The Facebook post touting a new product may get lost in the shuffle, but the bad joke tweeted by an employee often gains the most traction. Remember – people are watching and everything you or your employees do or say has an impact.

Have fun. People use social media to feel connected and to enjoy themselves. If you’re not having fun with your programs, why should anyone else?

Take calculated risks. Don’t let the self-proclaimed “gurus” fool you – everyone’s still learning as we go. And don’t hesitate to take chances. As it’s been said, it’s PR … not CPR. Most social media activities are relatively inexpensive and, at any rate, no one’s going to die.