Businesses in social media: Listen and dialogue

BOB PICKARD: Don’t just push information.

MANILA, Philippines—More and more Asian companies are making their presence known in cyberspace through social media including networking and blog sites but many do not make use of their online presence to the fullest.

Thus said Bob Pickard, president and CEO for the Asia-Pacific region of global public relations firm Burson-Marsteller during a recent press briefing.

Pickard presented findings of Burson-Marsteller’s latest study on the presence of business firms in social media, one of which is that the majority of firms maintaining websites focus on pushing information to the public rather than offering a venue for dialogue.

Pickard said that more than 80 percent of companies on The Wall Street Journal’s Asia 200 Index are present in social media, an increase by 40 percent since 2010.

This closes the gap between them and the Fortune 100 companies of which 84 percent are present in social media, but the real issue is still on how efficiently business firms make use of their presence online, said Pickard.

The “2011 Asia-Pacific Corporate Social Media Study” found that 33 percent of the social media activities of companies in the Asia-Pacific region were used for media and influencer outreach. Many businesses used their presence in social networking sites, blogs, and video-sharing websites mainly for sales and marketing and these accounts were often rendered inactive.

“Companies in Asia currently lack the perspective and resources to develop and protect their brands in a strategic, structured and measurable manner using social media,” explained Charlie Pownall, Burson –Marsteller’s lead digital strategist for Asia-Pacific.

Pickard advised companies to learn to engage social media users in discussions and “listen to what they are saying” rather than “push” information at them. “Listen. A lot just talk but smarter organizations ask people what they think.”

Companies “must understand how to deal with negative feedback expressed publicly that could resonate and escalate,” Pickard added.

PR disasters wherein companies embroiled in certain issues refused to provide statements owning up to mistakes or giving explanations, Pickard said, could get the businesses into deeper trouble.

“They (can) hope that the issues go away but it doesn’t” and after the public hears about the issues from critics “it’s hard to play catch-up,” he said.

Pickard advised companies to communicate with the public without false bravado during crises and admit mistakes even though “it goes against the grain of the mentality of many businesses.”

Being the first to come out with the truth not only allows the company to “combat lies and rumors with accurate information… (but also) shows that you are not afraid… (and) will earn (the public’s) trust for years to come,” he said.

Secrecy is an “outmoded concept” in the digital age but businesses should also keep in mind that pushing their presence in social media means that they must operate within protocols.

“Companies need policies, guidelines” to protect themselves but at the same time should be encouraging in the use of social media, said Pickard.

The study said that businesses need to understand that by embracing social media they will need to commit to them by continuously monitoring their social media accounts—ensuring that they contribute relevant materials that are not just for marketing—and engaging in discussions.

Pickard said that “companies must adopt a mindset that puts listening and acting genuinely and transparently front and center.”