On Social Media
“Social media is everywhere.” It’s a common phrase and, at this point, there might just be more truth to it than hyperbole. Over the past few years, interest in and usage of services such as Facebook, Twitter, LinkedIn and professional blogging platforms has grown dramatically. At the same time, more and more organizations are elevating social media engagement as a primary tool in their communications armamentaria. At Torch, we are strong believers in social media’s promise – providing it is executed with thought and care, with consideration given to its benefits and risks.
Our approach to social media engagement is informed by several fundamental tenets. While social media can deliver strong results to an organization, it must be recognized as a component of a greater whole – the overall communications program – and work seamlessly in support of an end goal: your business objectives. Like media relations, it should never be an end in and of itself. When it does become an end, the consequences can be severe – including dilution of messaging and reckless consumption of resources – not just time and energy, but even the good will and capital that personnel in other functions have invested in it.
Placing social media engagement in its proper role allows one to see it for what it really is: a tactic not quite so different from others as originally thought. Although the technological implementation is unique, the underlying approach is fundamentally similar: effective social media engagement is based upon identifying target audiences and interacting in credible, transparent ways to build recognition, goodwill and, ultimately, value.
At Torch, we recognize that comfort levels with social media engagement can differ greatly between organizations and across industries. (Consider the pharmaceutical industry, where there are a number of 
as yet unanswered regulatory and policy questions that have inhibited the growth of social media practices witnessed in other fields.) Nevertheless, we strongly believe that organizations with public-facing presences should at least consider monitoring and measuring relevant social media conversations, even if they are not in a position to respond.
Organizations seeking greater engagement – but still anxious about regulatory or internal challenges – may wish to consider putting a proverbial “toe in the water” through one-way communications. One good example of this is a short-term blog that collects input from a variety of stakeholders in and around an organization to draw attention to and build toward a significant milestone for the company.
Torch was founded on the belief that today’s innovators have unique stories and unique business objectives, which necessitates similarly unique communications programs. Social media tactics and techniques can add new dimensions to campaigns and bring you closer to achieving your business goals – but only when carefully considered and soundly executed. At Torch, we have the resources and expertise to do just that. We welcome the opportunity to discuss with you.