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What is social media worth?If you’re working for a large institution, social media is a lot like kryptonite to your super legal and risk team. As soon as you even mention the word they start running in the opposite direction. The question begs to be asked, what is is it costing your brand by avoiding the danger of negative perceptions spreading through social networks by simply not having your own presence there? Is it really worth it? The answer is of course yes, because everybody is already there talking about your brand, so you might as well join in on the conversation.
Derek Parker from The Australian wrote an interesting article today referencing Kevin the ATM’s fan page on facebook which was part of an integrated campaign we created here at M&C Saatchi in Melbourne. The article says that the best way to manage your presence is to ‘look and listen’.
Griffin points out 4 keys to getting a good reputation online :
1) Be honest about who you are and who you represent
2) Develop an “early warning” mechanism to monitor social networks
3) Have an action plan using social and traditional media and
4) Understand how stakeholders, including employees, use social media.
Check out Parker’s article here and if you’re not already, why not become a fan of Kevin the ATM on facebook.
Rob
