Do you participate in social media? It’s a lot of work coming up with something to say, not to mention monitoring what’s being said, and then responding. Do you do it? And if you do, is it just for the SEO? Or because it’s the hip thing, so you can have working social icons on your website?
I get excited when businesspeople explain to me that the old ways of attracting customers no longer work and that, after thinking that social media was a fad, they’ve realized that there may be something to it. They’ve noticed their mothers online, their friends using mobile devices to share YouTube videos, or even a co-worker circulating an insightful blog article about business innovation. They’re wondering how might this make sense for their businesses. Will it allow them to connect with customers?
Although social media delivers SEO benefits (and not having a business presence on LinkedIn and Facebook says something about you), the most critical aspect of participating in social media has to do with connecting with people. And, yes, people (customers) are expecting to be connected with.
After all, these are social tools that enable interaction with other people. The more you embrace connecting with others, the more benefits the tools deliver.
Yet lots of people in business don’t get that—people in large, sophisticated organizations and smaller ones, too; people advising those people; people in love with traditional one-way communications. People who’ve perhaps lost sight of what business is about.
Why do we engage in business? Isn’t it to connect with potential buyers and establish relationships with them, so they trust us and eventually purchase from us? That can only happen if we connect as human beings and develop an understanding of the world our customers live in, no? Interactions mean a greater likelihood that transactions may take place.
If that’s the case, shouldn’t we be more than willing to interact with customers using digital and social means? Shouldn’t we be ready to banish the traditional shout messages (sale, buy now!), in favor of ones that allow us to listen, customers to speak, and for both of us to exchange meaning? How effective is a phone call to a valued customer when the entire call is about how wonderful you are and your customer never gets a chance to relay what issues s/he is dealing with and how you might help? It’s as bad as an automated phone call or tweet.
Although using social media can be scary at first, once you realize the benefits, I bet you’ll wonder what took you so long! To get you started, here are 10 reasons for participating in social media to benefit your business.
1. You demonstrate to potential customers that you are human and care about their world.
2. You bring to life an externally focused mindset. (See Retail Outward Not Inward: Time To Refocus.)
3. Social media allows you to bring to life your otherwise static brochure-like website with a dynamic presence.
4. You address in a public forum the questions and concerns your customers have about your products and services—which are being asked anyway without your participation.
5. You participate in the conversations taking place that relate to your business, products, industry … and have the opportunity to shape the agenda.
6. You manage your reputation.
7. You build a customer community
8. You direct prequalified prospects—with whom you’ve already established a relationship—to your website, so you can engage in business.
9. You build your digital visibility and online presence.
10. You remain relevant to customers.
Whereas traditional advertising attempts to bypass the brain and go straight to the heart, social media addresses potential buyers’ needs for intellectual satisfaction with specific knowledge (i.e., content and context). The result: You build a business brand that customers not only feel is great, but know it is, too.
What are your reasons for involving your business in social media?
Tags: business, customer experience, Social Media
[...] Repost from : Marketing Profs [...]
A good question, Christine! I imagine that answers will vary greatly, depending on the size and nature of organizations, and whether they “get” the importance of their brand reputations in all channels.
I think another important question to ask those who DO engage in social media marketing is whether or not they have a social media strategy and overarching marketing plan. I’ve seen so many organizations participating in social media without a strategy, so even though they may choose any of the ten reasons you list here, they are still missing something.
Elaine, you are absolutely right! But wouldn’t those same companies also be at a loss to explain why they are in business? And possibly also have trouble acknowledging that building strong customer relationships is critical to their long term success? I’m wondering whether that isn’t the something that’s missing.
Thank you!
Best,
CB
I thought your points were spot on! I work as a Retail Consultant, and am a former Retail Clothing store owner. I try to explain the benefits of engaging in Social Media in as many different ways as I can. Sometimes they hear me, and sometimes they are not ready. I am adding this article to my arsenal…as I have a meeting with a client this afternoon!
Thanks!!
Cathy, please let me know how your client meeting went! I’ve been having many conversations with retailers about social media with a wide range of responses. We should compare notes.
Thanks for your comment.
Best,
CB
[...] and see what you should be participating in! Tags: Digital Marketing, SEO, social media, [...]
Great article Christine! It can be quite difficult explaining to some clients that Social Media isn’t going away and how exactly it can benefit their business; some of the points you make here will be great additions to my arsenal! I particularly like “your Mother is using it”.
Daniel,
Thank you! I can imagine some of the conversations you are having and love that you’ll make use of “your mother…” Please let me know if you come across other points to add to the list.
Best,
CB
Nice article !
Technology evolution takes time. It applies to Social Media too. You will have Early Adopters, Mainstream and Laggards.
The way each of these category of businesses operate is different. If you exclude early adopters, and laggard (no amount of preaching can get them on to social media), and study mainstream market – they rely on cross-references. ie., they would like to see real case studies of an established company in their industry, and then give them the sufficient time to adopt technology (social media, in this case).
Thank you, Dhana.
Yes, technology evolution takes time – although this one is moving so much faster than past ones given how easy the tools are to use and how useful they are for connection and communication between individuals.
The challenge for mainstream businesses is figuring out how to use these social people tools in business settings. As you state, real case studies represent the best guidance for adopting the technology. With luck, Cathy and Daniel will have plenty of strong case studies to share with us and move the mainstream along.
It’s a fascinating process, isn’t it?
Thanks again.
Best,
CB
I was pushed into social media by a friend, but I quickly found it to be a useful business tool.
The reasons you listed are all good ones. For me, the two key benefits I’ve found are one that you listed and onet hat you didn’t.
From your list, participation in social media, especially blogging, has raised my online visibility. It has directly resulted in some projects I would not have gotten otherwise.
Another benefit of participating in social media — especially blogging, where posts are longer and more thoughtful than Twitter and Facebook — is that the process has opened my eyes. Because I’m always looking for meaningful things to write about, I find myself reading and listening more closely and analyzing a bit more, as I think of what my own spin might be.
David, I remember when you took the blogging plunge! And I’m so glad you did.
Thanks for sharing these two benefits – particularly the one about opening your eyes, and reading/listening/analyzing more. There’s so much to learn from the different perspectives that those involved in social media readily share – not just on a personal level, but also on a business level. We share wisdom.
Best,
CB
[...] the best reason given to jump aboard the social media train in MarketingProfs latest post, “Still Holding Back? 10 (Business) Reasons to Participate in Social Media”, is “they’ve noticed their mothers online.” Social Media (such as using Twitter, [...]
Thanks, Katy, for adding to the conversation about why businesses should participate in social media.
It’s amazing to witness how the people around us are using these social tools so effortlessly to communicate – making social tools ideal for a business passionate about connecting with customers to become involved.
Best,
CB
Thanks all for a great conversation! And special thanks to Christine for getting it started. As you all know, Ann Handley is the voice of MarketingProfs on Twitter. She gives a warm and human touch to our brand. Her skills as a conversationalist and journalist are remarkable, certainly not widely available in companies. However, let me encourage you all to cultivate a voices or voices in your company because customers in all industries want it, especially now because they know it can be done.
Roy,
Many thanks for adding to this conversation! You make a marvelous point about encouraging companies to cultivate their own warm, human voices. In fact, I find that I feel cheated when I don’t encounter warmth and humanity in companies that I want to be involved in.
BTW, I completely agree with your comments about Ann. She’s a gem!
Best,
CB
[...] via Still Holding Back? 10 (Business) Reasons to Participate in Social Media | MarketingProfs Daily Fix …. [...]
[...] Still Holding Back? 10 (Business) Reasons to Participate in Social Media — A final list for this week’s list from Christine Whittemore (on Twitter at @CBWhittemore via the Marketing Profs website (on Twitter at @MarketingProfs). [...]
Social Media has become a trend nowadays. It has been a contributing tool for online business. Internet Marketers have utilized and maximized its use to promote their product or services.
Inspiro Assistant, social media tools are ideal for developing relationships with potential customers and for sharing with them how our products, services and experience can help them be successful. Thanks for commenting!
Best,
CB
[...] Whittemore wrote a great article about Social Media in Marketing Profs Daily Fix. She is an advocate of Social Media and points out where it intersects [...]
I love the spot-on simplicity of this list – a sure mark of deep consideration. Have already sent to an online SEO/PPC associate. I particularly like the being human/care & externally focussed mindset – so obvious but so rarely said.
Penny, thanks for your comment and for using a favorite word – simplicity – to describe it. I believe that the human/care & external focus mindset will become even more critical as these social tools mature.
What was the reaction of your online SEO/PPC associate?
Best,
CB
Mike, thanks so much for continuing the discussion about why businesses should participate in social media. Your opinion “Social Media requires a balanced, measured approach and does not replace your traditional marketing strategies” is sound advice!
Best,
CB
[...] MarketingProfs Daily Fix. Kerry [...]
[...] Source: MarketingProfs Daily Fix. [...]
[...] It has taken several years in order for social media marketing to be widely accepted and utilized by many major companies. Many larger companies were originally concerned with putting the power of marketing messages into the hands of the customers. Now, that is one of the highlights of using social media marketing. “Whereas traditional advertising attempts to bypass the brain and go straight to the heart, social media addresses potential buyers’ needs for intellectual satisfaction with specific knowledge (i.e., content and context). The result: You build a business brand that customers not only feel is great, but know it is, too,” says Christine Whittemore. [...]