I call it the open kimono syndrome as it applies to businesses. Because any enterprise deciding to adopt social media needs a little self-reflection time before pulling the trigger. Here's why.
It's really difficult not to appear as yourself online. Matter of fact, I'd argue it's easier to fool people (if that's what you're into) in "real life" than on social media networks. I think the human race has had millions of years of training and learning on how to "deceive" socially for various reasons - some more legitimate than others. But nonetheless, it's ingrained in our DNA as anyone with kids will attest to.
Social media being a new medium for human expression and connection, it's a little harder to appear genuine on it when trying to deceive or build a fabricated image. We don't have the natural inborn aptitude to do so - just yet.
You can spot fakes and bullshit artists online way easier than in person. At least that's my experience. The way they use the networks, the language employed, the "flow" of their pitches just doesn't "click". It doesn't take that much experience on social networks to smell those folks a megabyte away.
The same holds true for businesses, and even more so in my opinion. Take this case, for example - a classic:
Yes, I know, it's in French, so let me explain for our Anglophone readers: this is a major telecommunications company in France telling a customer on its Facebook page to go take a hike if he's not happy with their service. Literally: "If you don't like it, the door is wide open". Take that, you pesky customer!
This is exactly what I mean about opening the kimono online. Chances are this company is truly like this internally - it's very DNA compels it to disrespect customers (they're an annoyance) and tell them off. They've probably behaved this way since day one. Being on social channels just makes it way more dangerous for them because now, the cat's out of the bag. If I were advising these folks, I'd tell them to get the hell out of social media dodge pronto! As my buddy Ron White used to say, "you can't fix stupid" - and you can't fix anti-customer DNA either. So why broadcast it to the world?
There's a couple of things you'll need to ensure you have before starting a social media journey - I don't care how large or small a business - please don't on-board social media channels unless:
#1 You really really love customers more than shareholders
I know, sounds tacky and everyone says they do, but all too often they lie (and they know it) or live in serious self-deception mode. Unless everyone from the CEO to the dude on your customer support lines genuinely live and breathe customers, don't do social. What does it mean to "live and breathe" customers? It means this. If you'd rather go home at 5PM sharp than finish resolving a hairy customer service issue, spend a weekend skying instead of fixing a major product defect, shut up rather than raise hell about an unfair policy, or stay in your corner office rather than fly out in person and bring a replacement part to a customer in trouble, you're not "living and breathing" customers.
#2 You have empowered employees
Unless customer-facing employees are wholly and fully empowered to fix and/or make things right for customers, don't do social. I'm talking about the ability to make immediate high-impact decisions for customers in real time. Without having to go up an endless chain of command. Like refunds, discounts, rewards, or policy exceptions - whatever it take in your particular business to enchant and wow customers. There should never an "authorization" path to customer satisfaction. Ever. If you feel your people might misuse or abuse this empowerment, you don't have the right people in place.
#3 You're willing to admit mistakes in public and fix them
"We can't make this right for the customer. If we did, it would be like admitting we were wrong."
Admitting you screwed up something for a customer is the most powerful humanizing PR you can do. Say what? Your policy is to never apologize in public? That's ok then. Just don't do social. Caveat: if you find yourself apologizing too often, then just stop screwing up :)
"If we were do to this for this guy, and people found out, everybody would start screaming for the same!"
If you were to do this for this guy guess what, he'd probably tell everyone and his mother. You might actually get more customers and increase positive sentiment. In any case, anyone starting to "scream" to get a hold of your product or service is probably a good thing isn't it? If not, don't do social.
#4 You're willing to appear naked online
There will be times when it gets nasty out there. Customers will rant and scream. Employees will screw up. You internal processes will be "outed" in public - for better or for worst. Your cohesion as a company, its strengths and weaknesses will quickly seep through for all to see. It will all be amplified and "recorded" on the web for posterity. You'll have no room for backtracking or bullshitting people. Internally or externally.
The world at large and your own employees will see the "real" you - no matter how you try and paint things. Everyone will see the good along with the bad. No matter how hard Corporate Communications and Marketing try to serve and protect, I can promise you every so often, the kimono is going to fly open and people are going to get an eyeful. And if that's a risk you can't afford to take, don't do social.
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