Many organizations claim to “be social.” They claim they have social media integrated with sales, marketing, and even customer service. They may even tout that their customer service teams are using Twitter to communicate and help customers.
The real question is this… are they providing social lip service or social customer service?
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Integration may seem like a lot of work up front. When I talk about integration with clients I often get that raised eyebrow look and know they want to say “what is she talking about, we don’t have time to think further than tomorrow… we’ll never get integrated… she just wants to complicate the project so she can charge us more!” This couldn’t be further from the truth!
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There is definitely no shortage of social data, metrics, measurement strategies, analytics, influence scores, listening platforms, reputation management approaches and experts ready to take your credit card to help you figure it all out.
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Imagine this… it’s a Saturday morning. You just left the gym. You’re sweaty and ready to go home and take a shower. However, your fridge and cupboards are empty. On your way home is both a Wal-Mart and a Target store. Your shopper brain wants to go to Target. Your stinky self chooses Wal-Mart. You figure “I’m stinky plus I can save a few bucks!” Does this mean Wal-Mart or target is more authentic? Or does it simply mean we can be more authentic entering Wal-Mart over Target. Isn’t working out and getting sweaty part of life for those wanting
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When it comes to experiential brand and marketing, you either get it or you don’t.
If you think all it takes is a pretty logo, Twitter background, branded Facebook page and matching business card is going to provide your audience a true brand experience, then sorry, you don’t “get it.”
Apple has the brand experience nailed.
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The latest social media buzz for both small and large business seems to be “I need to add the Facebook button and start Tweeting.” We all know businesses that should know better but are still fooling themselves into thinking they are actually”doing social media” if they add the words “like us on Facebook” and “Follow Us On Twitter” to their website. Sadly they think they have officially entered the world of social media and are off to great blue Facebook pastures. My question is always, “how’s that workin’ for ya’?” The silo’d activity of adding social media icons to a
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Social media is free, right? Simply register for 50 social media profile accounts, start tweeting, facebooking and linking and you’ll have tons of free leads, referrals and an instant community, right?
WRONG!
There is no short cut to social media.
Why you ask? It’s easy, to setup profiles, easy to get new friends, easy to get followers and grow your community. Sorry folks, social media is not free. It will consume your greatest asset which is time. In business we all know time is money. So no, social media is not free.
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Success in social media is defined differently by many. Most agree that Random Acts of Social Media (RASMs) and Random Acts of Marketing (RAMs) are not going to get you to the ROI hall of fame in 2011! Most also agree that social media should be executed under the umbrella of a plan with a focus on integrating into the DNA of your business in support of broader goals and objectives.
So, for the sake of this post let’s assume we have a plan, we have goals and we have objectives. One might think, “great, we’re done planning – now let’s go tweet about it.” Wrong! Don’t head straight to the tweet deck until you have taken the time to understand your audience. Get inside their head and figure out what makes them tick. What attracts them organically to you, your brand and your services? Hopefully you already did this as part of building your plan, establishing your goals etc. However, I know most of you have not, thus the reason for this post!
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We all know the type. The business, the newspaper, the consultant, the franchise owner, the MLM team lead, the cheesey online city portal who refuses to admit social media success requires engagement. They’re afraid of getting negative comments on a blog so they don’t blog. They think their current ways are working even though their offline monthly distribution is 50k and they have less web traffic and email subscribers than I do as an entrepreneur who just left corporate less than 18 months ago!
They are usually also the folks who blast “Like us on Facebook” on every piece of collateral, email newsletter and printed piece of communication.
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“To tweet or not to tweet? Facebook or not to Facebook? Hire intern or hire agency? Train sales team or keep them in the dark? Share what I had for lunch…. okay, never mind… we’ll start social media next year, not now.”
To do social media or not do social media seems to be the question for many CXOs. However, the truth is the party is already happening in their honor, they just aren’t in attendance.
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From the Blog of Our CEO Pam Moore
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