Workshop Summary - Michael Wilder Adjusts PICA's Social Media Mindset

During our 2010 Workshop, Michael Wilder opened our eyes to the possibilities of how social media and networking could impact a business. Michael is a Learning Technologies Specialist at the University of Nevada, Las Vegas. Past PICA Chairman Kirsten Amspaugh gives her account of Michael's time with us:

Michael Wilder opened his super-informative session by assuring us that he wasn't there to convince us one way or another about whether we should include social media as a part of a communication strategy for our companies. However, by the end of his session, I think most of us felt that in order to move our organizations forward, we needed to think long and hard about using social media effectively.

Michael describes how social media can be used to generate energy about a group or product.

Since many people look at Facebook and Twitter as places to play on the Internet, why should we consider using them as tools to promote something as serious as insurance? Michael made two great points - first, that the idea of marketing has always been to cast our nets as far and wide as we can to catch the most possible fish. Second...social media is FREE! The only investment we are required to make when using it is our time.

So, how could social media help a business? Well, it's as simple as the concept of word of mouth: user reviews of a product can influence the purchases of their friends. Social media sites give companies an opportunity to establish an approachable identity online. Users can view the preferences of people they trust or admire and then rely on friend recommendations instead of only having the "company spiel" as a source of information.

What is attractive about social media? It's immediate, selective and easy to use. It allows people - even amidst the hustle and bustle and noise - to connect with authenticity.

Michael used Zappos as a case study to show us how one company has used social media to promote its products, connect upper management to the public, and create an online identity that is personal, approachable and likeable.

One concern I had as an insurance communicator was, "Do we have an obligation to respond if someone posts a comment to our corporately sponsored social media site?" Michael says that the obligation to respond isn't there, but a marketing opportunity exists when we do. Trends in posts can reveal where we need to improve. "You're saying, 'We're going to be dedicated to improving our service'...that is the only obligation you're creating with your online presence," Michael explained.

An additional thought Michael shared is that some businesses hesitate to have an online presence because they don't want to create a place where negative comments can collect and dwell. "Just because you don't have an account doesn't mean people aren't communicating. Negativity can be revealed anyway," he explained. But when we have a specific place online for communication to happen, we do have more control because we can see the comments and do something about them, whereas without a presence, we may or may not see the comments...and we'll miss the opportunity to improve service.

You can review portions of Michael's presentation to PICA and see the video he shared with us illustrating the prevalence of social media here.