If your product sucks today, it will still suck tomorrow if you start using social media. The only difference is that more people will know about it.
This is an unfortunate truth that sometimes gets ignored in favor of the “we have to do this” mentality.
Don’t get me wrong, social media is a must, but jumping into the social sphere before you’ve had time to refine your brand is a little bit like running out the door before you’ve gotten dressed.
More from Mack Collier:
The goal isn’t just to ‘be social’, it should be to establish connections with your customers that help you improve your existing products and business processes.
News orgs: Don’t get confused by this statement. This doesn’t mean that you should use social media to promote your legacy product; it means you should use social media to promote your news. It’s also implied that you should do so in a way befitting of the platform. The way you speak to people on Facebook will be different from how you communicate in e-mail, which will differ from how you talk on Twitter (etc.).
Anyway, go check out Mack’s post — it’s a good read.