10 Risks for Corporate Social Media Early Adopters

In my last post, I discussed 10 rewards for companies that are early adopters of social media. There’s another side to this that I want to address separately: the biggest risks companies face when jumping into an unknown community.

Failure
Of course this is the big one, but it’s easily avoided. Failure means that the brand comes in and behaves like it does on other platforms instead of understanding what the community wants. Don’t regurgitate. Innovate.

Mistakes
Or better put, not learning from mistakes. Your brand will make mistakes. But the inability to learn and adapt is where the risk is.

Criticism
Many social networks are communities of friends, whether they know each other in real life or just virtually. To have these trust networks overwhelmed by brands trying to market or sell them products often feels like an invasion of privacy.

Platform Never Gains Popularity
One of the biggest risks in a young social network is that it might not take off in the way you expect. It’s not as much of an issue for individuals. But for companies, there’s a lot of time and effort invested in building a new presence (and integrating that presence across multiple places).

Audience Not Ready
Or rather, your audience isn’t. Maybe the people you care about communicating with aren’t part of this group yet. It’s likely that the demographic makeup of the new platform is not in sync with your brand’s audience.

No strategy
In the rush to be “first,” did you forget to determine your objective for being there in the first place? This happened time and again with Second Life, Twitter and Facebook Fan Pages, which now lay dormant.

Small Audience
A nascent social network consists of people that like to be the first to try something, people that sign in once and then don’t come back, and friends of founders. If you get in too early, you risk spending too much time building relationships with too few people. That time might be better spent on a larger, more established platform.

Measuring ROI
You can’t at first. What you can do, however, is determine what is important to your organization and begin by measuring that. You can help co-create tools that others can use to evaluate what success might look like, as Hubspot has done for Twitter.

Losing Your Star Employee(s)
This is one of those inevitable risks that I think is worth it. We’ve watched some of the brightest early adopters move on from the companies they once championed to other ventures. Giving employees the opportunity to experiment, grow and share your brand socially has the added effect of creating valuable employees that are sought after by your competitors. And sometimes, they will move on.

No Precedent
What are the rules governing your employees’ use of new platforms? Some companies, so eager to be first, forget to set rules for use that their employees can follow, and as a result, end up with more trouble than they anticipated.

What do you think? Are the rewards worth the risks? More important, what are some other big risks companies need to consider?

224 thoughts on “10 Risks for Corporate Social Media Early Adopters

  1. Good day! I know this is kind of off topic but I was wondering which blog platform are you using for this website? I’m getting tired of WordPress because I’ve had issues with hackers and I’m looking at alternatives for another platform. I would be fantastic if you could point me in the direction of a good platform.

  2. Good day! I know this is kinda off topic however , I’d figured I’d ask. Would you be interested in trading links or maybe guest authoring a blog article or vice-versa? My site covers a lot of the same topics as yours and I feel we could greatly benefit from each other. If you happen to be interested feel free to shoot me an e-mail. I look forward to hearing from you! Terrific blog by the way!
    [url=http://mirtorgov.ru/ads/order-cheap-sale-taxi-12s-onlinejordan-12-taxi-for-sale/]buy taxi 12s[/url]

  3. I don’t even know how I ended up here, but I thought this post was great. I do not know who you are but certainly you’re going to a famous blogger if you aren’t already ;) Cheers!

  4. I do agree with all the ideas you’ve offered to your post. They’re really convincing and will certainly work. Nonetheless, the posts are very brief for beginners. May just you please lengthen them a little from subsequent time? Thank you for the post.

  5. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  6. I like this weblog so much, bookmarked. “Respect for the fragility and importance of an individual life is still the mark of an educated man.” by Norman Cousins.
    ugg

  7. Very good blog! Do you have any helpful hints for aspiring writers? I’m planning to start my own blog soon but I’m a little lost on everything. Would you propose starting with a free platform like WordPress or go for a paid option? There are so many options out there that I’m totally confused .. Any ideas? Thanks a lot!

  8. Hmm it seems like your blog ate my first comment (it was extremely long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I too am an aspiring blog writer but I’m still new to everything. Do you have any tips and hints for inexperienced blog writers? I’d certainly appreciate it.

  9. He that is good for making excuses is seldom good for anything else. The inherent vice of capitalism is the unequal sharing of blessings; the inherent virtue of socialism is the equal sharing of miseries.

  10. Iกฆve been exploring for a little for any high-quality articles or blog posts on this kind of area . Exploring in Yahoo I finally stumbled upon this website. Reading this info So iกฆm happy to express that I have an incredibly good uncanny feeling I found out exactly what I needed. I so much undoubtedly will make sure to do not forget this web site and give it a glance on a relentless basis.

  11. Pingback: best televisions
  12. Thank you for some other informative site. The place else may just I get that kind of info written in such a perfect means? I’ve a mission that I’m just now operating on, and I’ve been at the look out for such information.

  13. Pingback: Zetathermide
  14. I simply want to say I am just all new to blogging and certainly loved you’re web blog. Most likely I’m going to bookmark your blog post . You absolutely have wonderful well written articles. Regards for sharing with us your website page.

Comments are closed.