May 31, 2010 Michael Bickerton
Your social marketing campaign is off and running, you’ve done your homework, you’ve setup your blog, and now you are writing.
It’s not easy, not everyone likes to write, not everyone can make the time, or wants to do the research, personally, I know each blog entry takes around 2 hours, start to finish. That effort for a short 1 or 2 weeks is one thing; 6 or 8 or 10 weeks, it truly becomes work, it’s a job and takes time. So make sure that you enjoy it, or put someone senior in charge who enjoys communicating. The other option is to use your digital agency for content services and blogging, yet be sure whomever or however your content is created, it is imperative to have that “human” touch, after all this isn’t a textbook exercise. The goal is to create a conversation and let people know what you do, and let them know how you can help them.
You can be sure at some point there is going to be dialogue and with dialogue comes criticism. So, be prepared, and expect that no matter how successful your launch, your writing, your input, there will some backlash, some negative feedback, at least you have engaged your community. Although, there is no perfect response mechanism, there are a few guidelines that will assist you in dealing with any criticism that may come your way.
1) Respond quickly and often
2) Respond clearly, honestly and in a human voice
3) Prepare for change if the criticism is legitimate
4) Humour helps
5) Reply in the channel criticism arrives
Remember, you need to expect the unexpected, your blog, your website, your social marketing will reach more people, more diverse people than you can imagine. It’s very likely that you are going to spark reactions, some positive and some negative. Remember, this is a large, diverse group, with various histories and life experiences … so be prepared and expect the unexpected.
Michael Bickerton, Raven5, May 2010