The importance of social media is undeniable. There are thousands of statistics and business cases that can easily, quickly and whole-heartedly support such a mundane statement. However, the issue lies in the reality of integrating an effective social media component to an already operating business. Or, more importantly, turning a misguided experiment (no matter how pure the intent) into a consumer conversation strategy that builds long-lasting relationships.
But how does someone go beyond a garbage marketing mindset to implement a plan to create customer relationships? There are many opinions on how to bridge the great divide and build meaningful relationships that all boils down to understanding five concepts:
- Silver Bullet – Social media is not a fix all, rather an ever evolving ingredient in the recipe for business success.
- Insanity - People act differently online, they can become their true selves or take on an alternative personality without the trappings of social contracts of behavior.
- Integration - Unless you’re an internet or technology company, social media is only one piece in the social commerce equation.
- Help - It’s ok to ask for help, just make sure you ask the right questions so that you don’t hire the neighbor kid who is a Facebook expert who has no idea how to relate it to business.
- Measurement - Purists would say its all only relationships and that they can’t be measured. Half right. It is about relationships but the building of these relationships and execution of an effective relationship can be.
Social Media Strategy: An Integrated Reality