The Social Movement is changing our world. The way we interact with others, do business, and carry on with our day-to-day lives has drastically changed. We deposit checks from our cell phones, shop without stepping foot in a grocery store, receive recommendations from ecommerce sites for birthday presents, prefer virtual goods over physical goods, and even have the ability to start a car from 800 miles away with our apps.
Today’s Internet and social media users have an increasing appetite for hyper personalization, connectivity, and immediacy. Aware of this change, Howard Tullman, President and CEO of Tribeca Flashpoint Media Arts Academy, believes every business should be socially savvy and adapt their strategies to fit the needs of their super social consumers. Social media provides Internet users and consumers with an outlet to support, critique, and/or provide opinions about products and services they interact with. We’ve seen the pitfalls of social media, but we’ve also seen the dramatic improvements it can make on a business’s exposure, reputation, but most importantly, sales.
With that being said, there are a few rules businesses should consider and integrate when adopting, leveraging, and growing their social media marketing efforts:
1. Brands don’t belong to you: In social media, the brand belongs to the people. Nowadays, anything and everything a brand does has the potential to be analyzed, judged, applauded, and critiqued by the millions and millions of users on Facebook, Twitter, and other social networks. The brand belongs to the people, not you.
2. You can’t control the conversations: Just like the saying “life is 10% what happens and 90% how you react to it”, social media is much the same. You can’t control what happens, what is said, or how people react. You can, however, change the way you deal with it. Damage control could be in store when leveraging social media. Practice damage control and don’t be afraid if you need to use it.
3. Find conversations and be present: How can you be a part of the group if you don’t know where the group is? Do research, set up Google Alerts, and know your audience. Get there, and participate.
4. Talk to current users rather than new ones: Sales classes always taught us that it’s easier to keep current customers than form new ones. Use this strategy in social media.
5. Think deeper, not wider: Focus on your target market, demographic, and product or service. Just like a specialty store, think vertical integration over horizontal.
Internet and social media users are speaking up about what they like, what they want, what they need, when they want it and where they want it – all without really asking for it directly. If companies want to survive in this new socially adept world, they need to recognize and accommodate. Remember, engagement, not numbers is key.
- For more work by me, please visit www.womensforum.com.