We’re all under pressure for one reason or another. This ever developing technology has not delivered its promise of greater leisure time and standards of living; well not for most of us anyway. Instead we’re expected to task like a multi armed, dextrous ninja; responding to e-mails, calls, texts, skype and of course schedule in good old fashioned face to face interaction.
No surprise then that I’m often met with a more than cynical sneer when its suggested that a business owner take some of that valuable time and engage in or make more resource available to develop their social media presence.
I get it. I truly do understand that the thought of “tweeting” baffles and bewilders, facebook’s not for everyone and Linkedin, whilst appearing more suited to the business professional; is not easy to see how you benefit.
Too many evangelical so called social media “experts” have fallen in love with the various platforms and the ego trip of growing followers, connections and responses and forgotten that for most they’re not seen as essential in the battle to grow their company. There’s an awareness of the staggering demographic statistics but not how they can be used to benefit a business.
Many of my clients are very sharp individuals who’ve typically built successful businesses by meeting the needs of a targeted customer base. They’ve kept a step ahead of the competition, invested in their company and know their business inside out.
They also have no fear in challenging the call to join the social media bandwagon. They didn’t succeed by following a flock but they’re curious enough to ask the direct questions everyone should pose to a new medium.
How does it work? What are the benefits? What are the costs? Who needs to be involved? Where are the opportunities? And my favourite which covers all the aforementioned, Why should we do it?
If practical answers to these key questions are not forthcoming it’s unlikely the business owners will engage, and who would blame them?
Each business is unique and no one solution can possibly “fit all” which is why my advice is qualified by researching the specific sector, understanding the issues and the behaviours of customer groups and industry influencers.
We’ve now experienced over ten years of social media activity, it continues to move very rapidly yet within this timeframe you can find a multitude of examples where companies have positivley engaged with their customers. These examples are quantifiable, real and very often prove to be the “lightbulb moment” for MD’s VP’s CEO’s Directors and Partners especially if it’s a business operating in the same sector if not a direct competitor.
From Insurance and Aflac running an XFactor styled voice talent competition to Airlines and KLM’s “meet and seat” facebook campaign.
Of course it’s not just big businesses that can afford to make the most of social media and most towns, sectors and networks have their own shining examples of “best practice”.
We strongly believe in encouraging ownership and participation “in house” to develop the understanding, not outsourcing social media activity to third parties.
As professional marketers our objective should be to build confidence for our clients and employers through practical planning, suitable resourcing and measurement; all prepared as a specific project helping to make best use of everyone’s time. Social media’s a serious business development tool but we should make sure we factor in time for some fun too.
If you’d like more information or arrange an initial consultation please drop me a line [email protected]
i2i Business Solutions LLP