Sometimes we become so wrapped up in Social Media strategy, how to beat Edgerank, how to get our message across and the ROI of Social Media, that we forget what makes Social Media work: The connection between people. Those people could really care less about the fact that you just used the latest statistics to determine at what time they are online or even if your website is number 1 on Google. As much as I love building beautiful websites and Facebook pages for you - in the end it depends on your ability to convince the connected consumer that you offer the best value.
So why are we spending all that time building that perfect Social Media presence?
Three events came together that made me reflect on the way most of us approach Social Media
- A you might know I am nominated for an award for “Best Online Marketer“. As a result I thought a lot about the change Social Media brings to marketing and my own place in this revolution
- I was very fortunate to discuss my thoughts with a friend Nick Kellet recently and he had some very helpful insights for me. He wrote an interesting blog post that is related to this conversation: Do the Work. Social Media is Work.
- I found a blog post today that reports that Social Media had virtually no impact on Black Friday sales: The Social Media Marketing Honeymoon Is Over(Social Media Examiner)
Yes, we need to pay the bills and we need to pay our employees and Social Media managers for the time they spend promoting our business. But do our customers really care about your shiny new website or the cool tool you are using for your newest Facebook contest?
The answer is: NO
As a customer I am much more interested in what deal you can give me, and how your staff and you treat me when I deal with you.
The shiny LinkedIn Profile you just crafted might make me find you easier (if that’s where I’m going to look for you) but in order to really decide if I want to work with you I will ask my trusted network and will want to have a personal connection with you.
I love to build really nice websites for my clients, customized and state of the art. But the fact that I put a store and a blog on your new site doesn’t make it sell your products. It takes your effort to engage interested visitors and it takes your work to create content that serves those who need it!
Don’t get me wrong! Your Social Media presence is increasingly important to stay relevant or even present in your customers’ eyes but Social Media Marketing is secondary to your Social Media persona!
It’s not Social Media that makes money, it’s you connecting through the tools.
The Primary function of Social Media tools is to give your audience a chance to talk to you!
In a discussion about the merit of Facebook Pages messaging I realized that I repeat the following in every single one of my seminars:
“[tweet_dis]Not answering on Social Media is like ignoring a message I left on your answering machine[/tweet_dis]”
The mantra of “Social Media Marketing Experts” to focus on reach, exposure and return on investment has taken our focus away from serving our audience.
So Now What?
I don’t mean to discourage your efforts to master this ever changing beast we call “Social Media.”
The Social Media revolution keeps changing how we gather, share and interpret information. (Purchasing) decisions continue to be influenced by our Social Networks. Ignoring this power will be fatal for any business. But we have to focus on new paradigms:
- Business is only a guest in Social Networks
“Social Media is not about Business to Business or Business to Consumer, it’s about People to People” ~ Brian Solis
- Today’s digital tools break down barriers of distance and isolation but they amplify the need for personal attention
- Social Media is a two way street - keep both lanes open!
[tweet_dis]Social Media is not about YOU making money - it’s your chance to stay relevant[/tweet_dis]