The Trap in Social Media and Four Ways to Avoid it
April 6th, 2009Author: Saurabh Wahi
Lately there’s been an obsession among marketers over social media. And while normally I’d be thrilled that more brands are considering new ways of connecting with their customers, the latest frenzy over blindly creating Facebook fan pages, Twitter accounts, social media programs and <insert latest network> is worrying.
Why, you might ask, would I ever be against the idea of brands using new tools and social technologies to connect with consumers?
Well, I’m not.
But our disproportionate obsession with the medium, rather than the opportunity and the message, is a trap for many marketers. Fact is, social media is only one part of the equation: it is the medium (or the vehicle) that empowers social content and participation (or conversations) whether initiated by consumers or brands.
But in our rush to embrace new marketing channels, let’s not forget about the other most important ingredient that powers the success of social media: human conversations.
This distinction might seem trivial, but it’s extremely important.
Without social media, online conversations would not be possible. But without meaningful conversations, the channels of social media alone are useless.
It’s All About the Conversation.
The real power of social media lies in its ability to empower conversations and participation. And this is what marketers should spend most of their time and energy thinking about.
Unlike ever before, we can have real, two-way conversations among consumers and brands in tremendously efficient ways – a golden opportunity for marketers. Conversations can ultimately drive business results, whether it’s selling products, influencing opinions, or resolving issues.
We can build the most awe-inspiring Facebook fan page, but if we don’t have anything meaningful to say, or add any real value to the community we hope to connect with, we will be wasting our time. Similarly, we can build an army of followers on twitter. But until we use the service to have real conversations, our followers won’t help drive any business impact.
Ultimately, we’ve got to step away from the tactics and think: are we engaging in social media because it’s the buzzword du jour? Or are we trying to have a real impact on our business by connecting with consumers in ways never before possible.
If you’ve read this far and you’re nodding in agreement, then read on. Below are four simple filters that can help you focus your efforts in social media
1. Have a measurable objective: Yes, I know this is rather obvious. But it’s easy to get caught up in the technology of social media. Ask yourself: what specific result do I hope to achieve with an effort in social media, and how will I know when I’ve achieved it. The web is remarkably measureable – take advantage of it.
2. Listen first, build second: Use one of several tools available to tune in to the existing conversation on the social web about your brand. Is there a consistent issue you can solve? A perception problem you can address? A need you can fulfill? By listening in, you can shape your efforts to be highly relevant to the audience you want to connect with.
3. Bring value to the party: Developing a presence in social media is somewhat like walking into a crowded bar where everyone’s friends. If you stand up on the nearest chair and scream about special offers and press release headlines, you’ll be thrown out rather quickly. Walk in, make friends, offer something valuable, and you’ll quickly be a much loved member of the community. If you can inform, entertain, help, support, enable or empower the community, you’re adding value. Just remember – you’ve got to answer their needs before yours.
4. Be prepared for a conversation: This one’s pretty black and white: social media empowers conversations. You cannot get real results from your efforts if you cannot have genuine, authentic conversations. Oh and, remember – conversations include listening.
Are you at the crossroads of deciding how to embrace social media? I’d love to hear your thoughts, challenges and suggestions.
Photo credit, choconancy1
