A lot of companies today are focusing on social media as a channel to promote themselves, their product and services. Totally missing the point of being social in Social Media and the fantastic opportunities that this presents, which was Victoria’s point in “Remember the questions to your fans”.

Using Social Media as a promotions tool can also have a negative impact on two key elements that drive the overall success of an organisations social media presence and that is credibility and trust. If you tout how good your organisation, product or services are then often you undermine your credibility and lose the trust of your audience of fans.

Instead of shouting how good you are; look to provide value and expertise on areas that your organisation is truly passionate about.  Having this approach will enable your company to open a dialogue and use Social Media in a way that benefits both sides of the conversation.

Here are some good examples of companies doing this:

• Coca Cola Conversations promoting a two way conversation and sharing information on a wide variety of topics, ranging from Coke’s role in history to Coke’s collectibles.
• Play Station.blog share gamers can submit and vote on ideas for improving PlayStation’s products.
• Starbucks let’s fans submit ideas for products, which are then voted on by other users, the best of which will be implemented by the company.
• BBC’s The Editors Blogs the blog lets readers have their say on the way news is being covered, as well as issues that the BBC News editors are facing.
• Marriot Hotels the blog is hosted by Bill Marriott, chairman and CEO of Marriott International.  Mr. Marriott naturally posts about the company’s recent activities, offerings etc. I like this blog because it allows fans to interact directly with the man at the top.