So many organizations freeze up when the words “social media” are uttered. And the numbers are most likely even higher in the B2B world where many continue to think social platforms don’t impact their organization.
Whatever the case for not engaging on social networks, all organizations can take one step that won’t cost them a dime: Start listening.
In fact, according to many counselors and agencies, listening is the de facto first step organizations should take before engaging in the social space. While there are plenty of impressive tools that will cost you a few bucks each month (take a look at Radian6 if you haven’t already), there are also plenty of free tools (take a look at this expansive list produced by B2B Voice’s own Ken Burbary). That’s right, FREE.
So, your organization won’t engage? Can’t convince management to take the plunge? Having trouble making a case? No worries–start by listening. Take an hour this week and do the following:
* Set up a number of Google Alerts for your brand, products/services and your competitors.
* Conduct a simple Twitter Search each day for our brand and the issues that impact your organization. This will give you a sense for what folks are saying about your brand and what they’re thinking about in terms of the issues that impact your company.
* Search the blogosphere for bloggers (use Technorati or Alltop for starters) that write about your brand or your industry. This will help give you a sense for the issues impacting your customers and what the influencers are saying about your brand.
Listen for at least one month. Take copious notes. And use that data and information to build the case (or not) for using social tools. You might be surprised in what you learn in one month.
