April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
March 26, 2015Feeling overwhelmed by the massive amount of customer feedback data you’re collecting? You’re not alone! Many businesses are struggling to find...
February 20, 2015Symantec, the global technology security provider, needed to provide its global customer base access to social customer service. They were...
February 20, 2015An Employee Advocacy program has value beyond your company’s marketing department. The community you build will be the single most important...
May 13 Posted 2 years ago
With all due respect, I don't think you made the argument why business executives should push aside the top three concerns, especially the first one. ROI is the top concern for business executives. A 3:1 ratio on revenue and expenses is paramount in any marketing strategy. ROI for social media is ambiguous and amoebic.
Although it is attractive to have a social media presence (aka, a public relations department), the comparative benefit between traditional marketing and social media still favors traditional marketing. I do believe social media has a nice fit for industries such as concerts, movies or socially conscious events. But, for industries where client interviews are essential for determining if there is a win-win outcome for both buyer and seller, social media is not the right tool. I have not seen the evidence where buyers are purchasing based on tweets and Facebook postings, unless the product is a pure commodity (concerts, tickets) and no education is required prior to the purchase.
Finally, small business owners are looking personality in their social media specialists. My daily experience, as a business consultant, with the majority of social media specialists is that they are great in tweeting and posting on Facebook, but do not perform well in live, client-consultant interactions. Small business owners are looking for the hybrid approach...people who have both social media and verbal, face-to-face business skills.
May 11 Posted 2 years ago
I totally agree with you, it is fear of unkown. In fact I wrtoe an article about this very issue citing a study by a social media scientist who asked what lies behind fear of making connections.
I would be honored if you read it.