”Är det så farligt?” (social media spinnoff)

"Är det så farligt?"I onsdags var det säsongspremiär av Makthavaröl på Pressklubben (en tillställning jag under ”förra säsongen” konstant haft ambitionen att delta i, men aldrig lyckats klämma in i kalendern).

Nåja, i förrgår blev det av och trevligt (/trångt/varmt…) var det – inte minst för att makthavarna lämnat plats för Johanna Nylander och releasen av hennes nya bok  ”Är det så farligt? Folkbildning, förmynderi och riskabla små njutningar.

Boken tar, som Johanna skriver på sin blogg, upp myter om bland annat solarier, energidrycker, snus, alkohol, godis och spel. Och i debattpanelen på scen – en panel bestående av  Anne Brynolf, Svend Dahl, Eric Erfors, redan nämnda Johanna Nylander och moderatorn Magnus Ljungkvist,  diskuterade man bland annat hälsolarm, folkhälsopolitik och i vilken omattning stat och myndighet egentligen bör lägga sig i och försöka ta ansvar för individers mer eller mindre sunda livsstilar.

Åsikterna gick, som det i en debatt sig bör, isär och jag tror väl inte att någon part lyckades övertyga den andra (vilket väl heller aldrig var meningen). Själv tog jag efter debatten en bok, ett glas vin och därefter en cigarett, och kan väl därmed bara konstatera att jag sällade mig rätt bra till den grupp av individer man diskuterade…

Nåja. Tänkte inte prata så mycket mer om varken folkhälsa eller makthavaröl, men däremot spinna vidare på Johanna Nylanders boktitel – är det så farligt? Den är nämligen en fråga jag ganska ofta även skulle vilja applicera på sociala medier, eller snarare lyckas få in i tänket hos de organisationer och företag som ska börja arbeta med sociala medier (och nej, jag vet att jag knappast är först om att adressera den frågan långt ifrån, men tror den tåls att påminnas om då och då).

För även om många företag (nu fler än någonsin) har både vilja och ambition att komma ut och kommunicera på dessa ”nya arenor” ,  finns det samtidigt inom alltför många organisationer enorma barriärer och trösklar att ta sig över. Inte sällan är de byggda av rädsla. Rädsla för att anställda ska säga fel saker på fel platser, rädsla för att insatsen ska ta tid (jo, visserligen, det gör den, men inte nödvändigtvis —>), rädsla för att den inte ska löna sig (nyckelord: våga tänka långsiktigt…) och framför allt – rädsla för att mötas av kritik.

Att dessa rädslor uppstår är inte konstigt. Tvärtom. Förändring är ofta en blandning av skräck och förtjusning och att beträda nya marker känns sällan tryggt. Dessutom kan det bli ödesdigert för ett företag att kommunicera fel saker.

Men. Att hålla tyst av rädsla för vad folk ska svara är aldrig en vettig väg att gå, och knappast trygg i längden heller. Folk pratar om företag, varumärken, produkter och tjänster, oavsett vem som väljer att lyssna. Finns det en blogg att kommentera är sannolikheten hög att någon förr eller senare lämnar en kommentar där. Är det en företagsblogg är också sannolikheten hög att den kommentaren kan vara negativ. Men – är det så farligt?

Under Sweden Social Webcamp var det en kort session som handlade om e-handel och sociala medier. En startup och blivande e-handel ville ha tips på hur de skulle jobba socialt. Med i ”publiken” fanns en kille från vitvarushoppen tretti.se som berättade att bland det värdefullaste de har på sin sajt just är betygen och kommentarerna. Det vill säga – de har gång på gång sett att en produkt som fått ett betyg, oavsett det betyget är positivt eller negativt, alltid säljer bättre än de produkter som inte fått något betyg eller kommentar alls. Det säger ganska mycket.

Och jag skulle kunna spalta upp rader av liknande exempel och prata om företag som ser klagomål som en unik möjlighet att utvecklas och tjäna pengar.  Men, har själv ett företag att kommunicera åt,  människor att lyssna till och tid att vårda, så ska hålla mig kort och bara ta tillfället i akt att säga:

Jobbar du på ett företag på väg att anta utmaningen (jo, en utmaning är det förstås fortfarande) och ”ta klivet ut” i sociala medier, så go easy on the policy och glöm inte att längs vägen då och då lyfta frågan – är det så farligt?

Ps. Är smärtsamt medveten om att det här tankespretande inlägget inte fick den rödaste av trådar. Men, som sagt, det är nog inte så farligt….

11 thoughts on “”Är det så farligt?” (social media spinnoff)

  1. Bra skrivet och en bra poäng du har. Även om man kan drabbas av negativa kommentarer måste det i 99 fall av 100 vara bättre att kunderna pratar med en, än om en.

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