Social media. Heralded as savior by “Social Media Specialists” and derided as shallow navel-gazing by media dinosaurs. Over the past three years, the exponential growth of Facebook, MySpace and Twitter (alongside hundreds of other social networking websites) has not only reshaped the internet landscape, it has essentially changed the way those in first-world nations communicate, period. While advertising and marketing agencies trip over themselves trying to convince clients to get on board, resort and action sport companies continue to adjust their blinders accordingly, and the world of social media continues to confuse and confound our industry.
From the quantum leap of the printing press to the static-tinged jingles of radio to the arguably stagnant format of television, media has always been in a constant state of flux. Social media is merely a progression of this journey from Cro-Magnon dialogue to our inevitable future as a planet of Google-droids. And, as usual, it’s not how you are saying it, but what you are saying…and what people are saying back that counts. Got a great warranty program for your goggles? It’ll spread like wildfire. Have a horrible automated “help” line with zero human interaction? That’ll spread too, probably quicker than ever before. How will social media improve your brand or your resort’s reputation? It won’t. Your company is responsible for the quality of your brand—social media is only the great equalizer that lets the rest of us know just how good (or bad) it truly is. But should we be intimidated by this social juggernaut? Of course not. The social media movement may be a new and exciting way to communicate but it is far from revolutionary. As always, the fundamentals reign supreme and while the medium has evolved, the way your company does business should not.
1. Customer service is still king – The real reason antiquated companies fear social media has less to do with the technology involved and more to do with their own flawed business practices. If your customer service sucked before Twitter, it will still suck after. If your lift ticket purchase system is too convoluted now, it will continue to be too confusing after. The only difference is that a whole new group of people will know, every single time you rub a customer the wrong way, in real time. So before you write off the future, look inward and fix the past. Just like your therapist told you.
2. Quit bragging – There’s nothing wrong with blowing up the positive attributes of your brand…when you’re buying ad space. Social media is not a soapbox, it’s a book club—share with your customers, interact with them, inform them, offer to help them. But, under no circumstance, should you tell them how unbelievably awesome your product or service is. Social media comes with a built-in bullshit detector (at least for now) so stop selling and start sharing. Do this or risk losing the lion’s share of your Facebook “friends” and Twitter followers.
3. Entertain through contribution – Your company blog, Twitter, Facebook; all are great tools to tell customers what or how you are doing today. But before you tweet about your dog’s vet appointment or what you take in your coffee, ask yourself these questions: Does it represent your brand? Do people care? And, most importantly, are you contributing to their social experience? Social media is a conversation and, like any great conversation, the content you share should entertain and contribute. One without the other is selling your brand short. If it only entertains, you are no different than any other voice in the blogosphere. If it offers valuable information but bores the hell out of your readers, the message will be lost in the mediocrity of the internet. Demonstrate the value of your brand by doing both well.
4. The bad shit matters – Remember those comment cards in the daylodge? How many people actually filled out those stupid things? Not many, right? Well, things have changed. With the omnipresent reach of social media, a hundred million comment cards are written every hour and they are being broadcast globally in every language. The worst part is you don’t even have a chance to screen them anymore. Dealing with this negative commentary is the most positive reason to embrace and master the use of social media. Sure, it may be easier on your ego to ignore the gripes but what are all those unheard complaints doing to your business? To quote Sean Moffit of Buzz Canuck “In schoolyard terms, traditional media is what’s on the P.A. system and social media is what happens in the schoolyard.” Are you tapped into the schoolyard? And, if you are, what are you doing about it? Which leads me to the final point…
5. Use what your Twitter gives you – As much as social media may intimidate, always remember that, as in everything, the fundamentals apply. Great customer service, a solid warranty program, strong product and a positive brand image can never be replaced with the latest technology, but they can be improved by it. Control the conversation by being a part of it and being willing to work with your customers. A brand is a two-part equation and your customers are the most important part. Tell them. Treat them like it. And quit lying on your snow phone line…we know you do. – Mike Berard
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Wow, a well put together concept Mike… Nice work. You’re definitely contributing to my social experience.
Good to hear Deaner. Social media is going to contribute in so many ways, even beyond planning your Friday night Abba tribute parties. I think the way humans share knowledge will change the way we treat each other. Lofty ideas, I know. But for every D-bag posting about his morning crap, there is an intellectual do-gooder with progressive thinking getting his ideas out to people who would never see them on CNN or FOX.
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