Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Your Clients Don't Understand Social Media
Posted on February 21st 2013
Have you ever wondered why so many of your clients don’t ‘get’ social media?
It’s all to easy to understand why many ‘traditional’ or, dare I say it … old fashioned businesses don’t grasp the whole concept of social media. It’s because they fire up the only business computer they have and search for the words ‘Social Media Marketing’ and suddenly 1,290,000,000 results appear. As we are all aware the top searches and first 9000 pages of Google for this query will be full of wordy definitions and marketing companies providing news, topics, articles, services & consultancy packages. Is it any wonder that Mr. Jones, owner and proprietor of the small home crafts shop doesn’t have the first clue about what social media does?
As he opens up Wikipedia to find the description: “Social Media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks’ or “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content which individuals and communities share, co-create, discuss, and modify user-generated content” Whoa! I think we can safely say that this would leave many people scratching their heads in confusion!
Now here’s the thing …
Mr Jones has been in business for 40 years and has been rather successful without the need for technology for most of those years, but now sends text messages and uses email every day. However, he has just signed up to Facebook to keep in touch with family on the other side of the country and has seen that it might be useful for his business and this is where the social media confusion starts.
So, to my fellow social media managers and marketers, here’s where, at some point we are probably all guilty of the same crime.
We just talk social media jargon!
As we start explaining what social media is, and what it can do, the client starts to become totally bewildered whilst our tedious industry language set piece begins to spiral into hyperbole. Before we know it, we start describing the benefits of a ‘demographically targeted content marketing strategy’ and ‘optimising SEO and keywords in your blog’ along with words such as hashtags, pinning, re-tweeting, link building, analytics, etc, etc.
Take a step back and put yourself into the shoes of your client. They have a business or product that needs marketing, but do you have a feel for your client’s knowledge and perspective of this digital age? They simply want to know that social media can build their business and make money! Trying to put social media into an easy to understand box is nearly impossible and as marketers we will continue to come across clients that really don’t have a clue what it stands for. In these cases, please do keep it simple and let’s all cut back on the vague, confusing industry buzzwords, jargon & hyperbole.