While there is no shortage of material online today about social media’s effectiveness for generating interest in new products brands and businesses – not much has been said about using it in the preemptive sense. A recent conversation I had with ScrapbookUpdate.com editor and social media guru Nancy Nally revealed that social media may also be the best tool in a business marketing communication arsenal for effective damage control.

With more than 1000 Twitter followers 3400 RSS subscribers and 1500 unique visitors to her website each day Nally is both a seasoned social media user and keen observer of the dynamics underlying online reputation. With an appreciation for the lightning speed at which brand perception can change – she recommends using social media in the preemptive sense as follows:

Build Brand Equity Before You Need It
Not unlike saving money for a rainy day creating a reserve account of brand equity well before you ever need it is paramount. “Everyone messes up” says Nally.  “It’s important to safeguard yourself in advance of those times your business falters. Work to create a reserve fund now to counter those inevitable missteps of the future.”  Practical examples of creating brand equity ahead of time include consistent audience engagement that elicits candid feedback and cultivates relationships and quickly addressing issues as they happen with complete transparency.

Respect the Cycle
Different than traditional public relations – the social media cycle is never-ending. Therefore consistent engagement is primary for its preemptive use. “The Internet doesn’t take the weekend off” says Nally.  “It’s critical to stay engaged based on the speed at which information is spread online. If the perception exists that your company has erred in some way – whether or not it actually has – and you fail to respond your reputation could be completely destroyed.”

Stay one step ahead
Another valuable aspect of social media Nally swears by is the opportunity it affords businesses to avoid issues before they happen.  Few other mediums offer such candid insight to customer opinions perceptions needs and wants than conversations in the social media space do. Businesses that regularly monitor the social media conversations surrounding their industry are well positioned to learn from other businesses’ mistakes and leverage current market demand. “It’s like free research that tells businesses in no uncertain terms what pitfalls they should avoid and what current market needs they should strive to meet. It’s not only defensive – but incredibly valuable.”

Do you have a social media success story to share?  Comment below – we’d love to hear about it!