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Social Media Is for Hippies. Social Media Marketing Is for Business.

Ignore the Hype. Believe the Facts. A conversation with Erik Deckers

Erik DeckersErik Deckers

"By saying you don't trust your employees to communicate with your public, you're essentially saying you hired people who will put out bad or incorrect information, or won't communicate to your customers properly. If, however, if you trust employees to answer customer service calls and give them the ability to accept returns, give credits, and speak on the company's behalf, then you can trust them to talk to customers online. These employees make decisions that can affect the company's bottom line every day. You're trusting them to provide good customer service to create repeat customers."

Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. Erik has been blogging since 1997, and speaks widely on social media topics for personal branding, business, crisis communication, and citizen journalism. He is also a newspaper columnist and award-winning playwright.

Peter Clayton, producer/host of TotalPicture Radio, met Erik at BlogWorld New York a few weeks ago - actually at a cocktail reception hosted by his publisher, Pearson. Erik's latest book, authored with Jason Falls has one of those attention grabbing titles: No Bu*lsh*t Social Media The All-Business, No-Hype Guide to Social Media Marketing. A perfect subject for a Online Strategy Channel podcast.

In the first chapter of Erik's book: "Ignore the Hype. Believe the Facts," he quotes Australian social media professional Jeff Bullas who identified 28 reasons why companies don't use social media, and wrote about them on his blog:
1. It is detrimental to employee productivity.
2. It could damage the company's reputation.
3. Security risk.
4. Fear of the unknown.
5. We already have information overload.
6. Don't know enough about it.
7. So much of what's discussed online is shallow and we have real work to
8. We don't have the time or resources to contribute and moderate.
9. Our customers don't use it.
10. Traditional media is still bigger, we will use Social Media when it is
more mainstream.
11. It doesn't fit into current structures.
12. No guaranteed results.
13. The tools to measure and analyze Social Media aren't mature enough
14. We are in B2B and who wants to hear about our boring product on a
blog or Twitter.
15. We will lose control of our brand and image.
16. Upper management won't provide support.
17. Waiting on ROI (return on investment) with facts and figures.
18. We are afraid of making a mistake.
19. Lack of experience.
20. Ignorance.
21. Unwilling to be transparent.
22. Confusion.
23. No money.
24. No expertise.
25. Lack of leadership.
26. Terrified of feedback and truth.
27. The "newness" of it, going to wait.
28. High degree of skepticism.

Peter Clayton

About Peter Clayton

Peter Clayton, Producer/Host, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media who has created breakthrough media for a wide array of Fortune 100 clients.


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