Many businesses jump
into social media because they think they should or because their competitors
do..so they should...versus knowing that they should and having a plan that
incorporates social into the broader marketing strategy. Don't
believe the hype.
With social media
being a "hot" buzz phrase most companies that have created a social
media presence are focusing on gaining followers, friends, and likes. The
big question is why and what's in it for those who engage with a company.
Why would I want to "like" a company? I don't know very
many companies that like me.
Social media isn't
about hype...it's about strategy. It's a key component of an
integrated traditional and new media marketing strategy. Marketing is
about being where your customers are.
When it comes to
social media I can easily classify marketers into three distinct
categories.
- Social media is something I need to learn more about. The problem with this group is
that you are continually saying this, but you need to embrace social media
and it should be on the top of your list. Most of these marketers
say the same thing every time I see them and it is that they know that
social media is important and they need to learn more. Few of these
old school marketers will ever get further with social media than having
it "on their list."
- Social media is just another channel. This group thinks that they
know everything about marketing and social media is "just
another marketing channel." No need to learn too much about
social media.
- Social media is a true game changer for marketers. These people think that social media is
the be all and end all for marketing to and communicating with
customers.
You need to net out
somewhere between two and three. Social media is just
another communications channel with your target audience, but it is a
game change in how we/companies communicate with customers.
communications from businesses to consumers used to be like
talking through a bull horn (ads, (TV, Print, Billboard, Radio, etc.) and
waiting to see, who from all off the people your reached actually tuned in or
identified with the message. With social media the bull horn is no longer
heard.
The greatest changes
with social media are:
- Customers now have a voice and a direct communications channel
with corporations
- Corporations must be nimble and
responsive to their customers
requests and input
- At minimum, companies must listen to
see what is being said about them on social media...It's Called Social
Media Monitoring and if a company isn't monitoring and responding then
people posting think the company
- Companies need to not only monitor what is
being said about them on social media, but also their
competitors. Companies that
listen for respond to and resolve concerns from competitors' customers
gain new loyal customers.
- Companies need to be responsive and
transparent. Be honest with your
customers when you make mistakes.
It all boils down to
communicating with, serving, and listening to your customers via their
preferred channels. They will come to you how they want...it is your job to
communicate with them there and make them happy!
Social media
marketing enables companies to engage with customers one on one. The flip
side is that the engagement needs to be much more real time and transparent.
Businesses need to be present, listen and respond.
Use social media because it makes sense for your business, not for any other reason.
Socially yours,
Greg
Social Media Greg AKA SoMe Greg
Use social media because it makes sense for your business, not for any other reason.
Socially yours,
Greg
Social Media Greg AKA SoMe Greg
Gregory T Simpson