This was my second time attending SXSW and I’ve picked up a lot over the course of the four days I was there from corporate culture to development to social media. A consistent theme of SXSW is relevance, transparency, and timeliness in social media. This holds true for advocacy in non-profits and corporate brands.
Social media is shifting the expectations of constituents and their organizations. It is expected that organizations be on Twitter and Facebook. Sure you can have a social media presence, but you must provide relevant information quickly as well as engage in a bi-directional, engaging conversation with your followers/fans/supporters. People expect a dialog and response, especially with supporters of the organization.
Customer service via social media is growing. Customers expect quick responses, so do not ‘Photoshop your response’ and keep things transparent. Taking three hours to type a response is not the way to go. Don’t have an immediate response? Take the conversation offline, and address the issue publicly by acknowledging you will handle the issue privately via DM/email.
Another side of transparency comes when social media is outsourced to an agency. It is important to let it be known who is the person behind the brand.
Like what Barry Diller said during his interview, “The internet is a miracle. You push a button and publish to the world.” So when you do push that button, just make sure you’re sending a meaningful message because that message has greater reach, and there’s nothing between you and your potential reader. Social media is global.