Column: Don’t let social media steal your message

I was never a true believer in the power of social media until the High Park Fire in 2012.

Jim Clark
Jim Clark

When the fire broke out, not only were the images broadcast on television across the country, but photos of the fire, smoke and devastation were all over social sites. I don’t think any post was done in ill will; rather, people today are able to share information in real time without going through the filter of traditional media. It’s a new world.

In response, we worked day and night to counter the negative images from the fire by posting positive images and happenings in Fort Collins to emphasize that we were still here, still open for business and not in the center of the fire. But I also learned something about social media: no individual or organization can control the message about their destination.

We can certainly try our best, but once a story or even a rumor goes viral, it’s pretty hard to overcome. I made my own mistake. I returned from a reunion to town when the fire first broke out, and both my wife and I sent photos to friends. Soon, I began seeing those pictures on Facebook. Oops.

For businesses and organizations like ours, the challenge of marketing through social media has been — and continues to be — the return on investment. Social media is a space that’s hard to measure, but you’d better be there. The conversation about your place is going to go on, with or without you.

However, we are extremely fortunate in Fort Collins and Northern Colorado. As a general rule, people are here by choice and I’ve never experienced a place where such a love of place is shared by residents and students. Most postings I see on social media about Fort Collins are pretty positive.

So that leads us to think: instead of just our own social engagement, what if we could build a larger outreach? What if we had the opportunity to help craft the message, even in a small way? If we were collectively able to coalesce our message and be more consistent about what was said about Fort Collins, would it improve our image as a place to visit?

Taking this one step further, what if we did the same thing in a venue other than social media? If we had a consistent message from those who interact with the visitor, perhaps the outcome would be even greater recognition of what a great place this is.

Without a doubt, this is one of the best places to live, a fact that has received its fair share of recognition. However, I’m selfishly much more interested in creating more buzz about what a great place this is to visit and experience. Not just for fun, but as a place of learning and engagement. In other words, a destination that has a unique experience and an exceptional sense of place.

If you’re on your social sites, talk us up. Invite folks to visit. It’s going to be a great summer.

Jim Clark is executive director of Visit Fort Collins. Reach him at jclark@ftcollins.com.

 
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