Not long ago, if you wanted to get the word out about a great new product or service, you would have had to use the method popularized in the 1980's Faberge Organics shampoo ads. “They’ll tell two friends, and they’ll tell two friends…”
Of course, in that simpler time, before Friendster opened the gates to social media, when someone said something regrettable, well, it was easier to apologize to whomever heard it. But today, “The biggest challenge is to use social media effectively,” says Tim Tropp, corporate vice president, ethics and sustainability, Arthur J. Gallagher & Co. “We all think in the 21st century that we know a lot about social media because we use it a lot, but we do not.”
As anyone who fights forest fires can tell you, sometimes you have to fight fire with fire, so when high-tech problems are an issue, it can be wise to explore high-tech solutions to reinforce strong social media policies. When choosing a tech solution, though, there are a few points that businesses should keep in mind.