Recently, I have been in conversations with outdoor leaders about all sorts of aspects concerning new media. There are several points of which these discussions revolve, but the main point is “why search online?”  Many company leaders are saying there is so much noise and not a lot of strong signals about their companies. Many are coming to the conclusion that it is a waste of time.

So here are the short answers.

Why search online?

1. Social Media is not Free. (You are paying for it, one way or the other.)

2. Social Media drives quality leads

3. Social Media is in constant flux.

Social Media is Not Free

Companies are spending hundreds of thousands of dollars each year on social media. Salaries. Time. Platforms. Surprisingly, many of these companies are not aware of the expenses. It’s all somewhere in the marketing budget. But, it is being spent and it all adds up. Now, to get a return on investment you must measure your success. You can do this, by measuring the volume of conversations around your brand. By earning great customer reviews and having many outlets publish them. By getting grassroots support for your events and initiatives.

But, and this is key…you must know what you want to measure and then do it. Measuring everything, means measuring nothing.

Social Media Drives Quality Leads.

Many companies drive social media conversations and prospects to their web sites. And these can be full of quality leads. And it is here, at the website, that you can convert these consumer leads to messengers. And you better know what content and which channels supply these leads. If not, again, you are wasting your money.

Social Media is In Constant Flux

What is hot today may not be tomorrow. And you better know what is what. If you don’t, your company might make a mistake that could cost millions. Being a part of the online conversation means that you listen, and you don’t trudge forward like a dinosaur through the discourse. So, know what the topics are, understand what is “trending” and write and speak from the experience of listening and knowing.

All three of the above points can not be accomplished unless you measure, correct course, and measure again.

I recently read this and apologize because I can’t find the attribution.

“ For the first time, literally, substantial and rapidly growing numbers of people have choices. For the first time they will have to manage themselves and society is totally unprepared for it.”

Boy, how true. People can now publish. Their thoughts. Their inner thoughts. Their rants. Their desires. Pictures of themselves. And man, are they getting themselves in trouble.

We are seeing other things with this new freedom to publish.  The Egyptian uprising was organized via Twitter and Facebook. The two social platforms have also been huge organizational tools for the demonstrations in Syria, Tunisia and Libya.

People have also been using Twitter to break news, way before traditional media can even get a hint of the story. Natural disasters. Terrorist attacks. People who are on the scene become the first reporters.

And people publish about good service, bad service, bad products and good products. 99% of the rants, raves, and praises get no traction. Like a comment at a cocktail party, it floats into the air and goes away.

However, we must all remember that when you write your opinions on a social platform, you publish. Period. And your have lost control. Same goes for companies. When they publish, they lose control.

So, manage yourself. And ask yourself these questions. Is this comment the truth as I see it? Is it defendable? Do you have evidence?

When a comment takes on a life of its own, it grows from the comments of others. And those comments are often ill-informed and can take your comment somewhere you never intended.

To publish is a new responsibility. Be smart. Use it to your advantage.

I just read that SIGG Switzerland USA is filing for bankrupcy. Chapter 11. This is always sad, no matter the circumstances. I think about the founder or founders who had the dream of making better and safer water bottles. And I think about the employees who worked in the trenches to build the business.

I know. Most of you believe that SIGG made the ultimate mistake in not devulging BPA in the water bottle liners. And it was a mistake, a huge one by its management. One they never recovered from in the United States.

And social media was the sword that caused the most damage. It started about three years ago when the then president of SIGG announced that indeed there was a trace of BPA in the liners. This, after the company denied there was BPA in the water bottles.

Several social media groups got a hold of this, but the most vocal and the largest was the moms with children. They felt betrayed because they had purchased SIGG and had their babies drink from the bottles with confidence. The mommy bloggers went to work publishing their distain. And after they were finished SIGG was on its way down. Customers left in droves.

The trust was gone. And it could not be regained, no matter what SIGG did.

There are still companies in the outdoor recreation business that underestimate the good will, trust and the power of consumers.

Do that at your peril.