There are lots of companies out there that have no presence on social media. Some of them are not there because of fear. Those fears are real though and most companies may not want to admit it (do you like to admit your fears). I would say that what the company fears most is the ability to control their brand, control of their message, and consumers will speak up (could be negative).
People will always say well you know they are already talking about you (feel free to roll your eyes). That may not even be remotely true. Really have you given them anything to talk about? No, well they probably not talking about you, let’s not get paranoid. However if you can get them talking about you, you just might be able to steer it and use it as wind in your sails.
With the internet you now have the ability to reach anywhere in the world you want. You really can (although less likely) make a sale at any time in some far flung location. It had made the little guy as capable as Wal-Mart in getting out there. A website, social website, and a blog can make you pretty visible. It just takes work.
Let us take a closer look at those fears.
1. Fear of losing control of the brand.
This fear is actually somewhat irrational. Your name is already out there. Do you have a strategy for getting into social media? If not what is your goal? Help bring awareness to your brand (I would start here). Now how are you going to do that? Open a Facebook account and then a month later a Twitter account (I would advise it is something visual open a Pinterest account too) and link to them from your website. Then post at least 2 new things a day with something that can help start a discussion. Reply to people who post within 24 hours. This allows you to steer your brand in conversation.
2. Fear of losing control of the message.
Okay so you have your name out there and you have your slogan because you are the greatest at something (every company things they are the greatest at something), but you are afraid that if you active on social media then well how can you control the messages coming in and going out from the company. You can control what is going out initially and you can always control how you respond to communications on your social media page. No, you will never be able to control what people say about you. Instead think of it this way, if you have good messages coming in you are doing something right. If you have negative messages coming in, engage those consumers and find out what is wrong. Then as the friendly, kind and loving company you can go out and fix those problems if they are more than one offs.
3. Fear of actually hearing from consumers.
I really have never understood think one. Any communications you get as a company are great they can teach you what you are doing right and what you are doing wrong and so you can learn what to adjust. Sounds like a winner to me. Plus if you respond in virtual time just like you would to a real live person (really that is what they are) then you might just get a brand advocate who will really talk about you after the problem is fixed and nothing is better than that.
Need some other ways to master that fear check this out.