Becky McCray recently posed 23 reasons why local government leaders are scared of social media — though the reasons could equally apply to nonprofit organizational managers, academic directors, or small business owners. Fortune 5000 firms, not so much.
She asked for thoughts at the conclusion of her list and I opted to respond, one by one, to each reason. Here are her original reasons with my newly-expanded responses:
1. We don’t know what to do.
If you knew what to do, you’d be doing it. Ask your customers, constituents, stakeholders, employees, vendors, and others for help, assistance and advice. They will tell you what to do.
2. We don’t want to lose control (of the message, the conversation).
You can moderate blog comments, you can restrict fans from posting on your Facebook wall, and you can only post online content that is vetted through certain personnel. But what’s wrong with losing control? Have you never fallen off a bike when learning to ride and gotten back up — to fall down again?
3. We might draw negative comments.
I am fond of suggesting if you don’t have critics, you’re not doing a good job. Seth Godin goes further and suggests you should listen to your critics before your fans. Embrace the negativity and turn it around.
4. We could run into legal issues.
That’s why there are lawyers like Saunders & Silverstein who specialize in internet and software issues. Matt Saunders is a local friend of mine and he knows his stuff. He’s someone you could seek out for advice. Tweet Matt here.
5. Does this create Open Records issues?
When you consider the U.S. National Archives and Records Administration is vested in social media activities, why should you be concerned?
6. What will it cost?
Anywhere from $0 to $100,000. It depends what you want to do. Generally, you would need to pay more than less. Think of existing technologies you would miss if they weren’t there, such as the telephone or the computer or the water bubbler. How much do they cost — and would you have argued they would be too costly when their existence was proposed?
7. Where will we find the time or the staff to do it?
Maybe your staff are already doing it for fun in their personal time. Maybe some residents are already blogging and podcasting about you and would step up for the chance to do it for you. Have you asked them?
8. This is not seen as serious business. We have important things to do.
So do other government agencies, yet they’re doing it. The White House is all over the social media landscape, from Twitter to Flickr to MySpace. If the President recognizes a need to commit resources, why wouldn’t you?
9. If we spend money to get help, we might face public outcry.
You might; but those critics are your friends, remember? Also, hold public forums before doing anything. In fact, I suggest you spend 3-6 months doing strategic planning and internet “listening” before spending money to launch campaigns. I’ve taught workshops to government managers in Washington, D.C. about running benchmarks; trust me.
10. Will there be any return on this investment?
There might. It depends what you do. The state of Utah was able to close all state government offices on Friday as the result of using web services. They didn’t do it overnight, but that ROI was doubly effective in reducing the carbon footprint.
11. How does this fit with what we do now?
What do you do now?
12. Who will do it, and what are they NOT doing while they are doing it?
While your employees are your best evangelists, why assume the person doing it must be a staffer? I’d suggest whoever talks to the press does the work; hire a public affairs officer if none exist. Interns from the local community college could do it until you can find the value in a larger expense. Could a local computer commission be formed to do the work? What about those employees who use Facebook at home? Could they administer your stuff online?
13. What if we mess up?
Go back to the bike analogy. Get back up and try again. Pobody’s nerfect.
14. Why? What for?
Why not? Oh yeah, the people want it. They’re banging on the machine and not hearing from you. If you don’t believe me, walk into the local grease spoon during a busy weekend brunch hour, introduce yourself, and ask for candid feedback on anything. You’ll get more than you need.
15. People will expect follow up and better performance.
That’s unusual from the norm, how?
16. What if it’s a failure?
What if it’s not? Besides, failures are typically stepping stones to repeat attempts and ultimate successes.
17. The Mayor, Council, or the Public might not like it, or don’t like it.
They might not. They also might. I think they will. Ask the diner patrons. Ask your postal delivery man. Ask your mother.
18. What if we accidentally reveal too much information?
Enact a policy so employees know what they can and cannot say on a blog or to a reporter. The Federal Web Manager Council‘s social media subcouncil maintains a running list of dozens of policies at the local, state, and federal levels; that’s one place to start. Moreover, everything you do is paid by taxes and elected by voters, so by holding back you risk losing taxpayers by them moving away or voters not reelecting you.
19. We don’t know the guidelines or rules.
Ever hear of search engines and those who do know?
20. We can’t keep up with changing technology.
Your high school’s computer club kids probably do know this new technology. Seek them out.
21. What would we say?
Say the same thing you said when you wanted to buy a fax machine.
22. This might create jealousy when one employee gets to do it, but not others.
It might. Create a policy who can say what. Diversify the responsibilities.
23. We’re too small.
…and Becky McCray is not a small town business woman in a hick Oklahoma town who lacks the respect of bloggers and social media professionals around the world.
You’re not too small. You just think you are.
About Ari Herzog
Timely as I have a potential client seriously considering developing more social media awareness.
Thanks for writing, and for posting.
.-= New from Dave Doolin: Most Blogs Written by Non-Writers for Non-Readers. Is this you? =-.
You bet.
Great list Ari,
Fear of negative comments and loss of control seem to come up time and time again. If our constituents are online they can make negative comments whether or not we’re participating. But if we do participate, and listen, then we know what is being said and can form a proper response. That participation is also what gives us back some control. Not that we should control the whole conversation, there is much to be learned by letting go, but for those who want some control over the message, being in the game can help.
.-= New from Heidi Cool @Web Development Blog: Listen now. Talk Later. Listening to monitor brands and gain audience insights via social media. =-.
Like your last blog post title begins, “Listen now and talk later,” listening is part of losing control… by willing yourself to listen.
So this post is built on people fears. I think that’s the most right way to make someone act. Strong people enslave those, who fear. This is history.
You have some da*n strong writing skills, Ari!
.-= New from Allan @ website promotion: Let This Girl Survive – A Lump of Ice Fell on Her Head Right From the Roof of Multi-Floored Building – on 5th February, 2010 =-.
Thanks; you can blame my former career as a newspaper reporter.
“If we spend money to get help, we might face public outcry.”
I don’t even get this point. How much money would they have to spend? Do people in public service or local government not realize that the majority of people already wonder what the heck they are spending the publics money on.
You don’t need to buy everyone a brand new laptop (like my local council did) to go online.
And are there municipal offices, local governments or any public facilities that don’t already have computers and internet access?
All that is needed are some guidelines to what is acceptable to discuss and someone to post it..
.-= New from Glen: Embrace Change =-.
Guidelines are key. Perhaps not published immediately but in time.
Love the questions and the responses, these are the same questions that almost every business has about social media and are the biggest reasons that they don’t take the leap. I would love to see this article redone though without the specificness to BeckyMcCray so that it could be turned into a resource for all types of businesses. In fact, I would love to be able to share this with some businesses that I am talking with.
I disagree though with the comment that these questions don’t apply to Fortune 5000 companies. They are just as concerned with every one of these as the smaller businesses. While they have more money, they are still concerned with where it goes – and still need approval from a large board of people before they can spend it. The money/approval is actually one of the biggest reasons I think that there are not as many large companies using social media as their should be. They have so much red tape to go through that they just say ‘screw it’ and ignore social media.
Overall, this is a great article, thanks for posting!
.-= New from Kirsten Wright: The many forms of creativity =-.
Is there any industrial vertical these Q&A would not apply? Or is it valuable to all?
Freaking awesome, Ari. #3 is my guiding light. I knew I’d arrived once the hatemail started showing up!
…and did you reply?
Great post Ari. Social media “fear” is highly prevelant when it comes to government and pharma. Luckily folks like you and Steve Woodruff (@swoodruff, who writes great posts about the phama industry at his blog Impactiviti http://impactiviti.wordpress.com/) are making a difference. Pharma is also having challenging times with social media, espcially with FDA regulations and such. P&G has made some great strides. Hopefully these challenging verticals will realize the value and adapt, but not without people like you to hold their hands along the way.
.-= New from Anna Barcelos: Five Confessions of an Integrated Marketing Communications Marketer =-.
I’d hazard a guess the pharmaceutical and financial industries, with real estate a close third, are experiencing the least adoption of primary industries. Fear is part, but as you say regulations are a big part. The SEC limits what bankers and financial advisors can do online, for instance.
Great post. If the ‘why local govt leaders are scared of local media’ needs an even two dozen, I’d add “Because they know if they stay around long enough someone will use social media against them.” All this said though, probably the biggest obstacles to more adoption are pretty simple: 1) perceived lack of time (since many local electeds are essentially working an un- or low-paid second job tacked onto day job and a full slate of volunteer activities 2) lack of knowledge of the ‘how’ and 3) lack of role models.
.-= New from Walter Neary: Legislation in the Wake of the Police Shootings =-.
Do you think the obstacle in your #2 is greater with a HOW or a WHY?
eh, maybe. But people will find ‘whys’ that suit them once they see more role models in action which is where I sort of put that aspect mentally. When thinking of ‘how,’ I’m thinking of questions like ‘how do I listen in on my community’s conversations in Twitter, facebook, blogs,’ ‘how do I engage with bloggers,’ how can I spend a reasonable amount of time on all this and still be effective’ and very nuts and bolts stuff.
Ari, when you posted this as a comment, it was above and beyond the call of commenting. I’m glad you took time to add to it, and make it a full post as it deserves.
.-= From Becky McCray to you: Be sweet in the Brag Basket =-.
Thanks for the inspiration!
Coming from a background that has very little to do with marketing, PR, or any sort of advertising, I saw Social Media as nothing more than an extension of customer service and communication. I find it strange that so many professionals trip over themselves when they approach the social web. If the foundation of business is relationships, one would think this would be a no brainer.
.-= From DaveMurr to you: Meet Meghan Kearney Schiesser – An Example of Facebook’s Hidden Value =-.