If Your Business is Going Social, Remember to Socialize Your Staff

It’s no secret that small and large businesses alike are determined to incorporate social media into their 2011 growth strategies. Yes, Facebook will lead the way but location-based network Foursquare gained steam in 2010. The premise of Foursquare is that Internet users check-in - either at home, work or via a mobile device - to retail shops, movies and restaurants for present and future discounts. Businesses benefit by driving visits to their websites and physical locations. Social media campaigns generate buzz among potential customers. But what about creating buzz among employees?

My friends and I recently hung out at a lounge, one that was offering a Foursquare promotion involving patrons getting free chocolate covered strawberries. Free is good. When our server approached our table, we informed her of the promotion.

“What’s Foursquare? I never heard of it.” The server’s words blew my mind. Clearly confused, she turned to her manager, who confirmed the promotion. Moments later, the pro bono fruit arrived.

I suppose this could be considered a check-in success story. The people prevailed. Yay democracy! And yet, this could have been a major fail for the bar. In the case of the strawberries, the Foursquare offer undoubtedly helped solidify an already loyal client base. But if we were new to the lounge, the server’s naiveté might have seemed less endearing and more incompetent. In order for these types of online to offline social media campaigns to be successful, employees of these businesses must be kept in the know. That goes for any corporate model.

Leveraging social media can drive results for business. However, it can also drive prospective customers away if they sense your internal structure could use some social ripening.