Fluency Media was proud to co-sponsor and participate in last week’s event, “Social Media and Your Business: Gold Mine or Fool’s Gold,” presented by WWJ Newsradio 950. Stan Smith, VP of Marketing, contributed to the panel discussion, along with other social media heavyweights, in front of a packed house at the VisTaTech Center at Schoolcraft College.
The free event, moderated by WWJ Morning Anchor, Roberta Jasina, was geared toward business owners looking to integrate social media into their own companies. Joining Stan, to discuss the many ways that Michigan businesses have embraced social media, were Eric Kushner – Marketing Strategy Director, Compuware; Shannon Paul – Social Media Manager, Blue Cross Blue Shield of Michigan; Clay M. Vorhees – Assistant Professor, Marketing, Michigan State University; and Buck Head – Social Media Director 98.7 Amp Radio CBS Detroit / CEO Severely Social – Online Marketing.
Stan kicked things off with his list of what makes social media successful, using Fluency’s Pure Michigan social media campaign as an example. His list included complete organizational buy-in, realistic planning that takes into account the fact that social media success takes time, trial and error, and customer-focused content.
Authenticity and accessibility were big themes of the morning. Many panelists emphasized that the person handling social media efforts should have an authentic voice, even if they aren’t familiar with that particular industry. As Shannon Paul stated, “I didn’t know a lot about health care, but I was really eager to learn. It helps to have someone who is a voracious learner. To handle social media you have to be a voracious learner to begin with.”
In addition to authenticity, whoever is managing social media for a business should make an effort to stay engaged with the customer and remember that platforms like Facebook and Twitter offer opportunity for two-way conversation.
By the end of the presentation, the audience left with a real sense of the value that social media can provide. Eric Kushner of Compuware offered this great quote on that topic, “[The worst mistake in social media is] believing that social media is free. It’s not free. The time and energy it takes to do it well, you can’t delegate it to the intern. You get what you pay for in life.”
We were thrilled to participate in the panel discussion and have this opportunity to share Fluency’s perspective and approach with the greater business community.
You can find more coverage of the event here: