The acceptance and embrace of social media has come in waves, with some industries and entities quick to jump on the bandwagon and others still refusing outright. As early adopters, we get ourselves in a tizzy if a consumer- or technology-focused company doesn’t practice social media in at least one form, knowing that they’re missing out on critical brand awareness and opportunity for engagement. But what about the more traditional and conservative organizations? Do we get upset if they don’t have a meaningful and active online presence?
The question we need to ask ourselves is this: Are traditional and conservative organizations not trying to achieve the same goals as other companies – increased mind share, message connection and audience buy-in? The answer is, of course, an overwhelming yes – so why do they get a “get out of social media free” pass? And should they?
One of the most interactive – and popular – portions of Woodlands Church’s social media platform is its Sunday PM service, where members and guests are encouraged to tweet questions and comments directly to the pastor using the hash tag #SundayPM. The comments – moderated and reviewed before posting – are then sent directly to the screens facing the audience, encouraging ongoing dialogue and participation. Additional social media-inclusive events include Church Online – a live simulcast of the entire church service – and the church’s Facebook fan page, which has already grown to more than 4,000 fans.
Woodlands Church disproves the theory that you have to be a large, consumer-focused public company to successfully engage in social media. Many of the church’s goals are applicable to for-profit organizations, and therefore can learn from their social media successes, such as:
Connect and engage with your audience. The competition for mindshare is intense, with increasing numbers of competitors entering the marketplace every day. To be successful, utilize social media to connect on a one-to-one basis with your audience, cultivating a meaningful experience and connection with your brand. It’s this feeling of inclusion and importance that will keep them coming back for more.
Don’t let fear hold you back. Many perceive that the “entire organization” is against social media and therefore fear presenting the idea to management. While it’s true that people may fear what they do not know, it’s also true that they embrace creative ideas that will set them apart from the rest. When presenting the option for a social media plan to your supervisors, be sure you come armed with facts, qualitative and quantitative data, and speak their language – often ROI, audience increases or increased brand awareness.
Evolve continually. Social media is anything but cookie cutter, and each program must be uniquely tailored to the company, industry and goals it’s meant to serve. If after a few months you’re not seeing results, don’t give up entirely – just evaluate where things could be better, make improvements and move on.