Social media tools operate like a high-powered microscope (telescope, mirror…pick your metaphor!). They amplify everything you do – the good, the bad, and the ugly. Oh, the ugly and the abject horror.

So before you start tool-chasing as a consequence of “shiny object” syndrome, make sure everything you do is as clear and sewn-up as possible. If your marketing is fragmented, social media will cast a huge spotlight on that. If your customer service is spotty – yep, you’re in trouble with social media. Social media is fundamentally about communicating with people; not about tools. So if your communications are unclear, you’ve failed no matter how flawless your mechanical implementation with tools may be. It’s “go human or go home!”

That’s not to say that you can or should fix every little thing before you dive deep. That’s impossible. Moreover, part of what social does is cast a light on issues you may not be aware of. The key phrase is “be aware of.” Fix what you know are large issues before every one else points them out to you. On Twitter. Lots of times.

Here are just a few things to consider about communicating with social media (sure, there’s more, but these are among the most important!):

  • Know your human “story.” What’s the “why” behind your company and offerings. Be clear, consistent and concise.
  • Get a content plan. Even if it’s a small, simple one. What will you write about, how often, and on which sites? Do you need a blog? Maybe you do and – marketing blasphemy committed here! – maybe you don’t.
  • Make your communications about your audience, not about you, your technology, your patents, your services….yawn!
  • Write with your “values” and heart, not just your head. Who are you as a company and what do you stand for. Sadly, too many communications focus on mechanics and facts, and are devoid of human feeling. if you are doing that, you are missing a huge opportunity to connect. That’s what “social” media is about.
  • Make sure your communications sound like one voice. Some organizations have separate PR, marketing, social media departments and that lack of connection among internal voices shows up as a fragmented external voice.

    • “All the World is a Stage…” as Shakespeare said. If he were here today, he might have added, “and social media is the spotlight.” So make it count.