SDB readers who are active in social media have probably noticed NAID has dramatically increased its activity on LinkedIn, Facebook, YouTube and Twitter over the last eight months. To be fair, NAID did have social media accounts, or pages, within these online forums for several years. What it lacked was a commitment to the medium or any type of strategy, clearly stemming from the fact that I and most board members had little appreciation for its value. We were blind to the growing significance of social media.
Eight months ago, when NAID created the director of communications position, social media was high on the list of qualifications we were seeking. With industry marketing gurus such as Jeff Green, Tom Adams and Ray Barry as well as our conference keynote presenter, Jeffrey Gitomer, talking about the importance of social media, the NAID board figured it was time to get serious. Still, while I was hopeful, I was having trouble seeing how “likes,” “mentions” and “tweets” translated into member value and improved relevance for NAID.
I am sure many readers are similarly torn between the rhetoric about the opportunity of social media and understanding how it will grow their businesses. This is compounded by the fact that they have to learn all the rules of engagement, which can significantly differ from platform to platform. And, then there is the time commitment. A Twitter account is free. The time and discipline required to make it work is not free.
So how do I feel about it, now eight months in? I am a total convert. It is both a form of engagement and advertising. It is becoming a vital component of both organizational and personal branding that most marketing professionals now realize is the most effective strategy for profitable growth.
And, here is the good news: It is just starting. While others have a head start, your customers are in the same boat. The number of your prospective customers using social media as a major resource is increasing but it still has a long way to go. You have not missed the boat, but it is time to start paddling.
Recently, in webinars and at conferences, NAID has provided a wealth of information on getting started. Much more education will follow. Take advantage of those opportunities. I also recommend you follow the many important industry resources already setting good examples on social media, including, of course, all the NAID sites.
See you in the Twittersphere.
Bob Johnson is CEO of the National Association for Information Destruction. He can be reached at rjohnson@naidonline.org.