Many people in the business community are still skeptical of the value of social media. Some feel that it is a fad and others approach it with trepidation as a result of marketers continually ramming it down their throats that they need to ‘get with the picture’.Social media is just that, it is ‘media’. It is not a phenomena or a beast that must be tip toed around for fear of it biting. It is simply giving an honest picture of a company’s overall strategy and perception of value. By this mean it is revealing low value as much as it is showcasing firms that can offer high value.It is exposing weaknesses in marketing direction and how companies think about and understand their customers. If people have nothing interesting to say it shows, likewise if people are switched-on they are contributions are engaging.
All this means is that social media is not a bandwagon you simply jump on, like all successful communication it requires thought, planning and execution with clear outcomes stipulated first.There are countless people in the marketing world who refer to themselves as experts in social media. Many proclaim to have tactics that if you ignore, you will be hung out to dry as the dinosaur of your industry. Social media is simply another avenue to communicate value with your audience.The key difference with social media as opposed more traditional marketing such as direct mail aside from the cost benefit, is that you can communicate in real time, and it provides a way for your audiences to respond and interact with your content, effectively opening a dialogue with your market.Setting up social a social media account is the easy bit, knowing how to apply it to your advantage is the problem.
Millions of people worldwide have at least one social media account. This suggests there is a huge potential revenue stream waiting to be tapped. The effectiveness of it however boils down to whether your message is being received by the people that matter. It is not such a big hurdle in the businesstoconsumer world, but in the businesstobusiness space there are a number of potential barriers including time, corporate policy regarding access to social media and whether your economic buyer even uses social media.Social media is not revolutionary in itself.
It is simply another way to connect and communicate with your audience. What is revolutionary is the fact that social media is free to use and gives you the potential to get in front of hundreds of thousands of people.The goal is not how many followers you have or how many updates you can post in a day. Your focus simply needs to be directed at how you can exploit these systems to build value with the people you want to transact with.