The ubiquity of the Internet and social media has created an interactive and dialogic forum. Having an online presence goes beyond having a website – a static point for information – it is about creating a presence.
An article in the Australian Financial Review (p.2!) today highlights the importance of businesses needing to have a strong social media profile to mitigate risk and manage the brand’s reputation.
Having a social media presence not only provides brands with opportunity to communicate with target audiences, control over their online image, increase traffic to their website, listen / participate in conversations for customer service and product improvement, it is also a means of validity and credibility.
Not having an online reputation via a social media presence can be detrimental for your brand because:
- It suggests you have something to hide, looking suspicious
- You are providing the opportunity for someone else to impersonate you
- It decreases your ability to monitor / rectify deceitful information
- Your competitors are there and you’re not
Social media consultant, Laurel Papworth rightfully points out in the AFR article, “it’s really risky for organisations to not have a voice in social media.”
If brands reject social media now, they are not only falling behind the eight-ball, they are also risking the reputation of their brand.