I talk about the Internet and Internet marketing alot. That’s because it offers an incredible way to breakthrough, to create, build, promote and defend a brand – whether business or personal. Google yourself, your company or your brand and see for yourself.
But it also contains inherent dangers for the modern brand manager. Aside from the more distasteful elements permitted by a self-policing environment, I think marketers in particular have to be very careful about the risks of over communicating, over promoting, over sharing and over networking.
If in doubt, ask Kenneth Cole about his inappropriate tweeting. Or Honda, Taco Bell, Asus, Dominos or Belkin about how they used sites like Facebook and YouTube in the past before realising the error of their ways. Even brands like Habitat have fallen foul of not playing by the rules too.
The golden rule of social media marketing (if there is one) must surely be to use common sense. Read things out loud before you post them. Would you say it in front of your colleagues, boss, customers? If not, it probably shouldn’t be posted either.
To help, Econsultancy recently shared their social media guidelines which they work in conjunction with internally. It’s a snappy and straight forward list which offers some direction but also some flexibility for creative thinking. Check it out.