There seems to be a hesitation by some large companies when it comes to integrating themselves in the social media realm. The general reasons we seem to hear are:

1. They feel it’s a dangerous space, where they hold little control over what is said
2. They have an unclear understanding of the practical uses
3. They have trouble finding traditional ROI

Here are the reasons these are invalid…

1. The space is there whether they are involved within it or not. People will talk about their brand, criticize their company, and give advice and opinions about them to other people who are listening in the space whether they are involved or not. So getting active in the communities that talk about them actually gives them back a degree of control. All it takes is a little time to develop a social media strategy and policies for their employees on how they are expected to represent the company in a way that fits their existing corporate values.
2. There are several practical uses for getting active in multiple streams of social media
   1. It gives you the ability to generate your own online community that focuses on your brand
   2. Creates a new space, where you can isolate your specific demographic to generate buzz and engagement around your brand, your initiatives, upcoming events, and campaigns. In essence it is a space where you can access direct audiences that are already gathered together around specific interests, targeting your demographics doesn’t get easier than that!
   3. Gives you a space in which you can respond in real time to issues that arise, as well as identify and address Brandstorms before they get out of control
   4. Allows you to identify even enlist brand advocates you would otherwise miss
   5. Has the ability to drive traffic to multiple areas, especially your website or corporate blog
   6. Allows you to engage your consumers, building trust and commitment to your company and brand. (Consumers are proven to be more brand loyal when they interact on a regular basis with that company or brand)
   7. Give you the ability to access mass amounts of consumer insights for a fraction of the cost of traditional surveying
   8. Can save your company a lot of money in customer service support
3. Although ROI in social media has been a hard sell for many companies, it is defiantly there. The traditional success metrics just need to be encountered and considered in a new light. It is important to have a benchmark in mind when you start developing your strategy. Outside of success stories like Dell who directly linked $3 million in sales from Twitter followers, there are several other soft returns that also have real value for companies that need to be considered:
   1. Building a strong community of customer advocates
   2. Listening to community concerns Discovering new business and product development opportunities
   3. Better customer experiences
   4. Far lower support costs
   5. More buying activity in the long run
      Source: Read Write Web

   More reasons:

1. Nailing down your social media handles now before your run the risk of brand-jacking. Brand-jacking is when an unofficial source uses your company name or brand in a false way, misrepresenting themselves as a spokes person. (Check out more on brandjacking)
2. This type of marketing and advertising is significantly cheaper than traditional advertising, and since most consumers see traditional ads as propaganda, in my opinion it is more effective.
3. Improving the perceptions of transparency of your company
   1. Reach out in real time to your consumer base using your own channels
   2. Gives people a look into company activities
   3. Gives the company a level of familiarity (and personality) since they are reaching out to their stakeholder base.