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<b><i>Social Media Scene:</i></b> How Social Are Your Social Media Activities?
The modifier “social” is supposed to separate social media from other forms of marketing and PR. But the tactic's social aspect is also the part that either prevents us from using it or from using it as the two-way communication tool it's supposed to be.
I am guilty of the latter. I find that I push out updates like I am Ashton Kutcher and everyone is waiting to see what I eat next. Obviously, that works for Kim Kardashian and other celebrities, but for us average Joes, who really cares? We may have the sharing part down, but are we following through by listening and responding to create the experience of a conversation, instead of just making statements?
There is a handful of social media experts in the legal industry who are doing it right, spending their days creating dialogues by sharing information that fosters reactions and following up with responses. But most of what I see only goes one way. While you might be reaching your audience with good and helpful information, you aren't fostering brand loyalty by just talking. You also need to listen and be present.
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