Casting Call: Social Businesses to the Stage, Please
Diving into social media as a business owner is scary…like auditioning for a high school play.
You creep out…slowly. Your palms are sweaty. Your throat is dry. All eyes are on you. You feel as though you’re being judged — and you are. Your mind races as you search for your lines. What was I supposed to say?! You blink, swallow that lump in your throat, and speak. Silence. You look around, searching desperately for feedback. What are they thinking?
Fear is normal…every actor feels it. Accomplished actors draw energy from their audience, and you can, too. But the first step is taking that long, dreadful walk to center stage and letting your eyes adjust to the light.
Here are some other ways being a “social business” is like stage acting:
You Feel Vulnerable
When you’re center stage, there’s no hiding. No stage decoration to duck behind, no cast to blend into — just you, the white hot lights, and the glare of a thousand eyes.
Being a social business can leave you feeling exposed, vulnerable. If you feel that way, it’s a good sign. Remember, the best stage performances are those where the actors take risks.
The Cast Will Carry You
Even the best actors can’t carry a show alone. Your cast — your employees, suppliers and customers — are your supporting characters. Don’t hog the stage — let them shine!
Things Don’t Always Go According to Script
Just ask Hugh Jackman and Daniel Craig, who were interrupted by a cell phone during their stage performance of A Steady Rain. Like true professionals, though, they stayed in character, even as they called out the offending party.
When you’re a social business, you have to be ready to improvise. Life has no script. Customers don’t adhere to your choreography. Be nimble, have a sense of humor, and don’t take yourself too seriously — but respect your audience and stay in character.
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Scott Hepburn is a veteran PR and marketing professional. He blogs here about marketing, PR, advertising, journalism and social media.