Social media is all about listening and engagement, right? Of course, but it can also play an important role when it comes to first impressions. The reason for this post is that I’ve been surprised at how some media companies are letting themselves down.
I spent a day at the Publishing & Media Expo (PME) this week at Earls Court in London; a day well spent. Its strength as an event lies in its seminar and keynote programme and I crammed in as many as possible.
I would have visited both days if I could have afforded the time and I recommend you get its 2015 dates in your diary (25th and 26th February at its new home of London Olympia). The event is actually made up of four shows across publishing and technology for marketing and advertising – a nice fit. I even enjoyed a seminar about how you can use your e-mail signatures more effectively.
I listened to some knowledgeable people about a whole range of topics and scribbled pages of notes so I could follow-up once back in the office. In doing so I started to take a closer look at some of the companies I had listened to assess whether or not I would like to make contact about their services, or at the very least stay up to date with their movements via social channels.
I had been impressed with a number of people who had presented – and from their point of view that’s kind of the point. They gave their time to deliver what I can only describe as live content marketing. They speak well about a topic you’re interested in and hope to put themselves and their services in the shop window by showcasing their knowledge and authority on the subject in hand.
So here I am, following up and looking at a number of companies after being impressed with the turn of their representative at PME. I carry out my usual searches; I look at the company website and then have a nose at their social media channels. The website’s usually give a decent enough impression of the company but the same cannot be said for some of the Twitter and Facebook profiles.
These are media companies, there is no excuse. If I am going to buy your services I want to know you’re hot. So a Facebook page with 67 Likes, and a Twitter following that falls short of my own personal profile leaves me wondering how hot you really are.
I work for a small company; both time and resources are limited. But we still have what I would like to think is a reasonable profile across the primary social media channels. Does that mean we’re better at social than a company who professes to be an expert in the media field?
I was impressed with the charisma and knowledge of the people at PME but have now lost a little of my enthusiasm.
Spending time on branding through websites, stationary, events, sponsorship, etc is all well and good – but don’t forget that if you’re going to dip into the online social media scene you need to do it well enough to enhance your reputation for people seeking you out.
It all plays a part in your company’s online profile and therefore should be taken seriously. If you last posted to your Facebook page in October I suggest you either do something about it or take it down.
First impressions count and they also count on social media – isn’t it obvious?