May 13 Posted 3 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 3 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.
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