Social Media - Don't Believe the Hype

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. 

1.  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."
2. 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.
3. 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:

1. Customers now have a voice and a direct communications channel with corporations
2. Corporations must be nimble and responsive to their customers requests and input
3. 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
4. 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. 
5. 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

Gregory T Simpson

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