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Businesses need to outgrow the “gangly teenage” phase of social media and adopt best practices to get the most out of Twitter, Facebook and other tools, said national experts at the Social Fresh conference Monday in uptown Charlotte.
About 230 packed the conference at the Holiday Inn, including reps from Bank of America, Duke Energy and Piedmont Natural Gas. Walmart sent three from its Arkansas headquarters.
Keynote speaker David Armano told a spillover crowd that businesses on social media today are like teenagers experimenting with sex: They don't know what to do, but they really want to do it. Then they're disappointed when they finally get to do it.
Armano is with Dachis Corp., a new social media consulting firm in Texas founded with $50 million in venture capital. He closed his talk by telling businesses to look beyond this teenage phase.
“It's time to grow up,” Armano said. “Social media is here to stay. In five to 10 years we won't even be talking about this stuff.”
He compared the change happening now to when e-mail became commonplace.
He cited Best Buy's use of social media to allow sales employees to share expertise and best serve customers in all of its stores. So if a customer in one state has a question about a computer modem, a sales rep in another can help. Representatives from utilities Duke and Piedmont said they are looking at using social media for a variety of customer service needs rather than just alerting them in emergencies.
Charlotte's Kathleen Hessert – famous for teaching Shaquille O'Neal to tweet – told a crowd that knowing how to post on social media and knowing the right way to represent your company are two entirely different things. Social media have boomed, and many businesses must play catch up, she said. “It took 50 years for TV to build the audience social media has in five,” said Hessert, who runs the consulting firm Sports Media Challenge from her six-person office at N.C. 51 and Carmel Road.
Bank of America vice president Andres Echevarria, one of several BofA managers at the conference, said he believes social media can help in “flattening the organization,” so expertise can be shared throughout. Many people know how to use Twitter and Facebook personally, but using them within an organization requires new strategies, he said.
Jason Keath, who organized the conference, plans a follow-up event in Charlotte, and is planning events in Nashville and St. Louis.
Jeff Elder writes about how we live online. To see videos from the Social Fresh conference, see his blog, http://atcharlotte.blogspot.com
