Daring Social Media: Any Online Marketers Out There?

29 08 2008

Do you think social media and social networking is only for finding friends? Um….not quite!

30-40% of our customers’ clients are registered on some form of social network(e.g. facebook), social bookmarking (e.g. stumbleupon) and social media sharing sites (e.g. flickr). Out there. Participating, creating, cooperating together.

Are you with them or are you hibernating/hiding from your customers? It’s the social rejection thing, isn’t it? Maybe they will find out you are not as cool as you hyped yourself to be. Maybe they will talk trash about you behind your back. Maybe they will have a bad experience, and then they will tell all their friends, who will tell all their friends and before you know it, you’re out of business. Every business has that 5% of their customers who are unhappy, but what are the chances they’ll all get on Facebook and tell everyone on the planet how bad you are? Really, the chances are better that your fans will tell all their friends about you and before you know it, you’ll be meeting people you would never normally have the chance to meet.

But what about the bad apples, you ask? You just get out there and confront it. Present your side of the story, respond to your customer – offer an open door – they will be honored that you even engaged with them and responded (sad but true) and then they will spread the word about your response-ability. Businesses and brands need to open up to the very people they are supposed to serve. As far too many authors have written, businesses (especially large ones) have an inherent low trust worthiness in the industrialized world. Now is the perfect opportunity to rise up and engage in social media. Social media marketing is not about using another venue to slam more ads down people’s throats… it’s the wrong place to do that but it is the place to bring useful content to those who already support your enterprise.

If they buy your product or support your enterprise, they care about you. Their friends ought to know about that and you ought create a viral presence….

Marketers, your absence from social media and online engagement brands you as antisocial and uncaring- your so called ‘customer centricity’ is disappearing because you’re NOT where 350 million people already are using Open Social. Yes 350 million! (Washington Post). Can you believe that? Can you believe you aren’t even there?

Time to get busy….

– Define your social media goals – you can’t be everything for everyone but you can represent a ‘larger purpose’. Be a voice for your industry.

– Create and launch yourself properly where your customers are – talk with them.

– Grow your credibility – Feed them content (blogs, podcast, pictures, videocast…) that matters to them and their lives – A larger purpose will help.

– Engage and create an atmosphere of collaboration and co-creation – let your customer rave about your next super cool product or service and how user friendly it is because it was made by them for people like them.

Above all – be open, they’ll buzz you up.

And just in case you thought you were too old for all this or your customer is too old …. check out these stats!

# The fastest growing demographic on the Web are seniors. The fastest growing demographic on Facebook is over 25.
# A baby Boomer turns 50 every 8 seconds. As a generation, they are vastly more Web-enabled than their parents.
# 75% of all Internet users watched at least one video last month. A good portion of these are seniors, and its possible that a site like YouTube provided many of those videos.
# Nearly half of those who use the Internet for health purposes (which is 80% of all Web users) are doing so on behalf of somebody else. (Source: Manhattan Research)


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