Being Anti-Social on Social Media

So Fintelis is a new company, and as a new company I decided it needed to use new media, and have some sort of a social media footprint. I know a little about the internet, so I decided that it was obviously something I could do myself. I set up a web page, decided on including a blog (thanks to excellent advice from Angela Podmore of Kinetic PR) and waited for the visitors, and resulting business. Nothing. I know; I'll join Twitter. Still nothing. Maybe if I'm more active on LinkedIn?

Hmmm.

You see there's more to this social media mullarky than I realised. I know enough to be dangerous, and was lucky to get away with just a low profile. I was fortunate enough to bump into someone who has made himself a brand using social media, Donato Esposito, better known to anyone online in the West Midlands, and beyond, as Bostin Bloke. I mentioned my problems to him, and it seems I'm not alone.

There seem to be as many social media outlets out there as there are people. Which are appropriate for which market? He mentioned Facebook.

"I'm on Facebook, " I said, "but I'm keeping that for non-work related friends..."

"So it's not important for you that clients know you have a personality? Or do you have stuff on Facebook you don't want clients to see?"

You see, I've been imagining that I can channel work into LinkedIn, this blog and Twitter, and just use Facebook for the personal stuff. So my "work" channels tend to be very dry, but I'm lucky that I'm not the sort of person who is indiscreet or insulting elsewhere.

Donato mentioned some large and well known brands that have failed far worse than I have, relying on cheap (or even free) fresh faced, straight out of college enthusiasts to try and build an online presence - typically building one aimed at attracting people like them, a straight out of college enthusiast, rather than their target market. I mentally re-read my output. Gulp. It's aimed at .. me, and people like me... Ooops. Building an online brand requires a blend of marketing, technology savvy and, in certain cases, chutzpah that doesn't tend to "just happen."

I'd mention the brands concerned, but since they ended up going to Donato for him to help them out of the hole they dug, it wouldn't be fair. Let's just say that some of them would think nothing of spending a great deal of money on an expert to redesign their stationery - but for some reason the thought of spending some money on how they are perceived in new media seemed to be offensive.

Now I'm one person, running a one person consultancy. I'm going to have a think, and try and retarget my output. Even, shock, consider spending some money and, more importantly, time talking to someone who knows what they're doing. It's been a big step admitting that in this field I'm not that someone!

Similar mistakes made by large blue chips have taken cost and time to clear up. The "free" route can sometimes end up costing them dear.

There are instances as well of worse problems in the social media/business mix. Remember the spy chief with the inappropriate Facebook page? The budding politicians with indiscreet Tweeting? The blurring between social and work media has already claimed some scalps, and I suspect any lazy journalists might still be able to get some copy through scouring the Twitter feeds of people in the public eye who are new to the whole arena.

At least the boss of of BP didn't send any Tweets from his sailing holiday "Having great time on clear blue water. LOL."