“You do Facebook for a living? And how does that benefit your employer?”
My social media position at United Way of Winnipeg is a newly-created one, and while it’s obvious to me why the work I do is important, I didn’t have a glib (or even very useful) answer at the time. Here’s what I would have said if I’d had it written on my hand.
Marketing, communication, engagement and customer service have undergone a profound shift in the past few years, as people have developed an expectation of instant, transparent and helpful interaction with organizations through the internet.
Once faceless companies now need a faces, with voices and brains behind it.
People expect their opinions to be heard—to comment, “like”, contribute and criticize. This is eminently valuable to the organizations they’re trying to talk to/talking about, because it’s honest feedback. It’s an instant, free focus group that actually cares about your company. Or at least has pretty strong feelings about how their experience with you is going.
It’s the chance to talk to people who are sincerely interested. It’s the chance to make things better. And in the case of a non-profit, it’s the opportunity to ask people to share your good work with others who’d be excited about it.
Social media is now the dominant mode of online communication, with 22.7% of our computer time devoted to it. There are 377, 220 Winnipeggers age 18+ with Facebook profiles, or close to two thirds (wow!). Fish where the fish are.