Page 133 - Social Media Marketing for Dummies

discussed the risks around the truth, but there are others you need to consider.
Here are six ideas for being a better corporate citizen:

» Recognize the limits of your role. When you’re a marketer and one specifi-
cally tasked with social media marketing, it can be tempting to take your own
role a bit too seriously. Be mindful that you’re just one contributor among
many that move your business forward. Work with humility, even though you
may have a very dynamic role in your company.
» Make the lawyers your best friends. Social media can be dangerous, both
for your company and for you as an individual. One way to mitigate against
those risks is to get to know your corporoate lawyers well (if you’re a large
enough company to have some). It’s imperative that you understand what the
law allows you to say in social media and what it prevents you from doing.
You don’t want to cross that line.
» Bring everyone along with you. Just because you carry responsibilities for
social media marketing doesn’t mean you’re the only person who’s an expert
in the area and can talk about the company publicly. Spend time educating
your peers and encourage them to become voices for the company in social
media. It takes the pressure off you and can only strengthen the company.
» Understand social media marketing’s role. Social media has indeed had a
broad, transformative influence on marketing and businesses. However,
it has limits, and you must be careful not to oversell social media marketing.
For example, for your business, it may be the perfect channel to drive interest
in your product but terrible for closing sales. That’s okay as long as you know
the difference and manage expectations.
» Learn from your peers. If there’s one constant in social media marketing, it’s
that it is perpetually changing! As a result, it can be difficult to keep pace with
all facets of social media marketing. Don’t be afraid to learn from others
around you in your company. Some may have a much deeper knowledge in
a particular platform or online community. Leverage them and highlight their
expertise to others.
» Let your customers influence your company. Social media is unique in that
it brings the relationship between a customer and a business so much closer
together. While you may have responsibilities in social media marketing, be
sure to use your responsibilities as a way to bring others closer to your
customers.

CHAPTER 6 Understanding a Marketer’s Responsibilities 117