With all the buzz these days about Social Media, why would I suggest your company need to be liberated? After all, isn’t social media the magic elixir that finally sets loose the real power of the web? It’s true that social media represents a major shift in the relationship between customers and companies; opening valuable opportunities for both sides. But failure to respect the 4 pillars of Social Media Truths will turn into an oppressive nightmare for any business.
Whether your company is just starting out in Social Media or you’ve been a fan since day 1, the velocity of information can be overwhelming. Just trying to list all the social sites is enough to make your head spin. Consider sites like Twitter, Facebook, LinkedIn, YouTube (is YouTube really considered Social Media anyway?). If you are feeling overwhelmed when it comes to social media, relax. This is a marathon, not a sprint. Before you get caught up in the race, you must understand the 4 pillars of Social Media Truths:
Truth #1 – Be realistic about the results of social media.
Simply dumping stuff onto a popular Social Networking Site will not automatically make you popular.
Truth #2 – Understand the unexpected consequences.
By blindly turning over your valuable content to other sites, who ends up owning the keys to your kingdom? From this perspective, social media sites begin acting as leeches on the very source materials you create.
Truth #3 – Backlash can be real, very real.
Failing to identify the risks of jumping into the Social Media stream without a plan can be painful (both financially or in terms of your reputation).
Truth #4 – Get your marketing house in order.
Before you leap into social media, be certain your core communications are professionally represented:
- Website Review – Review your website for relevancy and effectiveness. Perhaps your design needs to be brought up-to-date? Or have you seen how your website looks on a mobile phone? Do you know the top search terms that bring visitors to your site? Don’t depend on your own understanding of these things, get help from professionals.
- Email Newsletter – Start signing people up for newsletters. In our current digital lives, email still remains the ultimate way to maintain relationships. Unlike communications in the social stream which become invisible over time, an email remains until deliberate action is taken.
- Offline Branding – Stick your URL onto any physical product or printed material. Being accessible in the “real world” when customers need your services or supplies makes your relationship tangible.
- Loyalty Enhancements – Encourage repeat business at every opportunity. After all, it is far easier to keep a customer than find a new one. Don’t be afraid to be creative and find new ways to communicate your value to your customers.
Once you have your core communication strategy in place, then you can start the process of engaging your customers through social media.
If you’ve found this information liberating, contact us to see what a difference Eastwood Media can make for you as a client.
