It’s no secret that social media is no longer a trend but often seen as a necessary business tool. Many organizations have jumped on the social media bandwagon because they feel ‘they have to’ or ‘because everyone else is doing it.’  However, what many organizations do not realize is that putting your name on a Facebook Page, Twitter Account or any other medium ties you to that information and if not properly managed, can actually work against you. But how do you know if social media is right for your organization? Here are some tips that can help you decide:

1.    Is the social media tool you are using targeting your audience?  If your audience is not active on the platform you choose or if you do not know how to reach them, take the time to research. Disseminating information is only effective if there is someone on the other end to receive it.

2.    Can you keep your accounts up- to- date? While it may be helpful to have your information distributed across various networks, if that information is inaccurate or not timely, you are only doing yourself a disservice. Social media applications can be a quick and easy way to find relevant information, so take the time to ensure the information you are transmitting is accurate.

3.    Is someone able to actively monitor your accounts? Creating a presence on social media is a commitment. Before you decide to sign up, consider if you have the resources to actively monitor your accounts. Anyone can post misinformation on page or tag you in something that may be detrimental to your business. It is your responsibility to monitor how your accounts are being portrayed to the general public.

4.    Are you engaging with your audience?  The organizations that benefit the most from social media are those that listen and engage. Is it definitely worthwhile to have a presence on social media but almost just as important to listen and respond to those who can directly impact your business. Use your social media tools to find out what is being said about your organization, what your audience is talking about, and interact with those who may be of interest.  The organizations that can create a dialogue with their followers often have a better chance of getting their message across.

5.    What you put out there stays out there. With the upcoming launch of Facebook Timeline (the newest Facebook feature that shares photos, posts, and events from the very first day you sign up) we are once again reminded that what you write about one day will definitely catch up to you the next. So be mindful of what you post, and ask yourself if in a couple of years from now, would your business stand behind that tweet, post, photo, blog, or video?

6.    Can you measure the effectiveness? Remember that social media is a tool and just like any other business tool it is important to measure if it is working for you. Platforms such as Facebook regularly provide users with weekly account updates. Take the time to review these reports or create a system that can measure your efficiency. Consistently monitoring your progress updates will let you know just how effective your social media presence is.

AS