Companies are warming up to marketing via social channels, but many are still hesitant, which is unfortunate. I can understand their reservations, however this is a “snooze you lose” sorta situation.

Some businesses look at social media as the Wicked Witch. They’re afraid of directly engaging customers, afraid of negative mentions spiraling out of control, and seem to be afraid of the future: social media owning the world. Hopefully I can shed some light on this topic.

First and foremost, there’s nothing to fear, especially when it comes to brand reputation management. The absolute best way to confront negative press is to approach it head on. Customers may jump on social websites to voice their opinions/concerns, and it’s up to you — the business — to publicly display your superb customer service. When I ask companies why they’re not actively communicating with customers on social sites, their biggest issue is the possibility of negative press. If such occurs, it’s better to rectify negatives than take an out of sight, out of mind stance. Remember that.

Secondly, social media has progressed to the point of no return. Simply failing to have a social media presence has become a negative, and directly impacts brand reputation. What happens if a customer loves a particular product, tries to “Like” the company on Facebook, but they don’t exist? Or, a customer jumps on Google and searches for XYZ’s Twitter account and can’t find it? Lack of social media marketing can actually hurt brands.

All of the social media skeptics roaming the planet must put down their shields, succumb to reality, and choreograph a forward-thinking approach to digital marketing.

Aaron Schoenberger
@TheSchoenberger
The Brainchild Group

Aaron Schoenberger is Founder of The Brainchild Group — a world-renowned Internet marketing agency that specializes in Social Media Marketing and Search Engine Optimization (SEO). He’s known for his work with celebrities, top restaurants, automotive manufacturers, professional athletes, educational institutions, luxury brands and Fortune 500 companies.