When people ask what I do, I’m often baffled by brands and individuals who say, “I just don’t get social. Why would I waste my time on that?” This usually leads to an enthusiastic discussion where I excitedly and passionately discuss with them how social media could benefit their business.
Their eyes may glaze over a few times throughout but I offer stats and relay actual case studies to reinforce my argument in favour of social. I also try to explain how it’s not about completely changing what they are already doing. It’s about integrating traditional media with social media to supercharge their marketing spend. Effective social media can create real brand awareness, create more opportunities for meaningful engagement, and drive more revenues. I love seeing their eyes get bigger and their minds working as I explain how leveraging social media properly can create opportunities for brands to CONNECT and ENGAGE with customers to drive sales (CONVERT).
It’s hard to understand why some companies refuse or are afraid to venture into the social space. Companies that rely on building relationships and history with their customers (which let’s face it, is most) run the risk of missing out on the easiest (this does not mean doing social right is easy!) and most cost effective way to dialogue with their customers. But trying to convert an executive who just doesn’t get that “Social is not something you do, it’s something you are” is almost futile. Their stubborn attitude of maintaining status quo essentially rings a death knell for their company.
Sure it may not happen immediately, but an aversion to learning more about your customers, a fear of hearing what your customer are saying about your company, and an unwillingness to interact where your customers are spending a majority of their time will slowly but surely chip away at brand equity and customer loyalty. The brands and companies actively pursuing social, and proactively seeking meaningful ways to engage with customers and prospects will triumph in the long run. It’s a no-brainer.
The Church of Social is something I fully endorse not just on a business level but on an instinct level. Humans are all driven by certain needs. When products or services meet those intrinsic needs we are sated and hopefully satisfied. The search for satiety drives many a pursuit. Trying to sell social to a company stuck in broadcast mode is challenging. Like any act of religious conversion, I’m asking the brand to invest a little faith in the model. This investment, when done properly, will pay for itself over and over again.
To the brands and companies that keep saying social media is a waste of time, it most certainly will be if you do any of the following:
- Choose not to do it well (this includes starting an account and posting sporadically).
- Try to pretend to be something you’re not.
- Broadcast all about you instead of engaging.
- Forget that social media is not about you; it’s about your customer.
- Delete negative comments or handle criticism (warranted or not) defensively instead of viewing it as an opportunity to connect, reduce customer churn, and create an advocate.
If any of these describe how you view social media, immerse yourself in the Church of Social where we are waiting to convert you and show you The Way!