The corporate profile of a holding company can feel a far cry from the chatty nature of most social networks, but that doesn’t have to mean you remain absent from these popular and time-saving communication platforms. In fact, there are plenty of multinational organisations with strong Twitter, Facebook and LinkedIn presences, and the difference is often as simple as tone of voice. But even before you write your first tweet or Facebook post, there is one major benefit to registering your username sooner, rather than later:
- Ownership: The bigger your corporation, the more likely that you want to be seen as a truly global, ‘everywhere’ brand; even if you are not multinational, it’s still important to have an online presence in the usual places. You only have to look at Google’s recent restructuring, which created Alphabet Inc, for proof of this. Within hours of the announcement, several Twitter accounts purporting to be the official Alphabet Inc profile popped up – creating doubt as to which (if any) is the real account. By establishing a social media presence, you avoid this doubt, giving confidence to your customers and to your investors too.
- Approachability: Corporations are no longer the faceless entities they once were, and social networks are an excellent way of reaching out on an individual basis. Whether you welcome queries and ideas from shareholders (even if you keep these as private messages, rather than public posts) or use your social streams to give your CEO more of a public personality, there are plenty of options open to you. In particular, social media is a great way to circulate friendly information about corporate social and environmental responsibility – without it coming across as a purely marketing effort.
- Potential: As mentioned above, making full use of social networks helps your organisation to achieve its full potential; but you need to know your potential first. Once you know where your audience is, you can reach out to them, whether that is in a business-focused way like recruiting on LinkedIn, or a less formal approach to interacting on Facebook and Twitter. You can also position yourself alongside your competitors: so if they are on social media, you are too; and if they are not, you have the head start in terms of social presence.