I am always amazed at how many quick fixes and “try this and you’ll be an instant social media success” schemes exist. “Learn how to create a viral video!” “Double your sales with Facebook!” No wonder some insurers and producers see social media as just more snake oil.
Quick fixes are nothing new, of course. When we get sick, we hope the doctor will be able to prescribe something to make the pain go away immediately. When we’re given an assignment at work, we tend to look for the quickest means to complete it. We all hope to win the lottery.
So it‘s only natural that we hope, even considering the outlandish claims of instant success, that the simple act of establishing a corporate Facebook page will somehow deliver an immediate benefit. And it should also be no surprise when top management is reluctant to allocate resources to a venture without some assurance that tangible benefits will be realized quickly.
The fact is, however, true social media success, i.e., meaningful and measurable benefits, takes planning, commitment and perseverance. Without a clear strategy and practical implementation plan, social media participation at the corporate level becomes little more than a waste of resources. Without a commitment to make social media a permanent corporate communications and research function, any effort will likely flounder. And without the perseverance to monitor, measure, reevaluate, and tweak the process every day, the conversations will grow stale and scripted and true dialogue will disappear.