We offer our definition of social media and explain how it can be most beneficial to your business. We also explain why Facebook, Twitter, and YouTube are NOT social media. (Hint: think semantics....)

1. Pleasures & Pitfalls of:
Social Media &
Your Business

2. So, what is social media?

3. Dare we try and define it?

4. Yep…we dare.

5. Our definition:
Social media: user-generated content
shared digitally between members of a
community.*
(That community could be everyone online!)

6. Below = NOT social media:

7. …they are just tools.

8. The tools will change….

9. …but the “work” (in this case,
sharing content &engaging)
is here to stay.
Bet on it.

13. Benefits for your business:
① Your customers are
there.

14. Pew Internet:
78% of U.S. adults (18+) are online
65% of those online use social
networking sites
43% of those that use social
networking sites did so yesterday.

15. Benefits for your business:
① Your customers are
there.
② They are probably
talking about you.

16. What do they do?
Like your business (Facebook)
Check in (Facebook, Foursquare)
Post reviews (Yelp, Google Places, etc.)
Post tips (Foursquare)
Compliment/complain (Twitter, Facebook)
Shoot/upload pix (All of the above
and more, like Flickr, etc.)
…and everyone (in their
communities) knows it!

17. Benefits for your business:
① Your customers are
there.
② They are probably
talking about you.
③ You can ENGAGE
them!

18. What is engagement?
Connecting with
your audience and
evoking an
emotional
involvement or
commitment.

19. Done well, engagement can be:
Marketing
Public relations
Brand-building
Customer service
or a simple, smile-inducing display of your
organization’s personality…

20. JetBlue = human (and funny)
Source: JetBlue

24. Successful engagement =
Making it all about them,
not about you.

25. So, pitfalls?

26. Establish your:
Purpose for using social media and each
tool
“Rules of engagement” for employees
Negative posts/tweets/comments
Crisis situations
Process for guiding people to more appropriate
channels (phone, email, etc.)

27. Establish your:
Social media policy!
Who can post on behalf of the
organization, what happens if employees post
negatively on their personal accounts, etc.
It doesn’t have to be complicated.

28. The biggest mistake:
Ignoring the fact that
your audience
members are using
social media, and
anything they say
will be said whether
you are using social
media or not.

29. The conversation is
taking place.
The question is, will
you participate?

30. Thank you!
cdmckinsey@mckinseydevelopment.com
mckinseydevelopment.com
facebook.com/mckinseydevelopment
@McKinseyIMC