Every day another report announces more businesses than ever are aiming to begin or improve their use of social media in the next twelve months or invest in better managing their online marketing presence. We suspect it's really just quickly ticking boxes appropriately because the reality online paints a very different picture!
Yet another newly released 2011 trends survey finds that nearly three quarters of 1,000 UK businesses claim to be doing just as described above and a quarter ticking the 'priority' box!
Yeah, right ....
The fact is that only half of UK businesses, to date, use social media - compared with a very socially engaged 90 per cent in the US.
The survey also found that, apparently, 5 per cent of businesses state they have 'Twitter experts' managing online reputation, brand identity and market engagement.
Really? Isn't the hard nosed reality for many an SME (or even a more mid-sized company) that the thorny issue of ROI means social media activity is mostly lumped in with the sales and marketing one day a week and stepped up for when the next email marketing newsletter goes out!
Indeed, the proud boast commonly heard amongst established firm owners or directors is that they only operate a brochure site and business is strictly by referral! Nice work if you can get it - in 1990, that is!
The opening up of potential customer reach and engagement in 2011 via an array of emergent technology platforms and channels has changed the online business environment forever. Today's eCommerce is controlled by potential audience customers who will only engage if your online credibility is assured because of a socially immersed website presence as a result of valuable, authentic link building across the online channels.
What is the first action a new contact takes? They check out your website! What do they expect to find? The answer to those key customer questions and queries about your particular products or services. Supplying real insight into current industry issues and news reporting that show your business is willing to be open, transparent with their market niche and allowing the social sharing of content. The opportunity to feedback, interact and engage via blog, comment, Youtube, Twitter, Facebook or LinkedIn.
Today's website design process is an evolving dynamic that needs constant attention in realtime and is seen to be actively reaching out to build longterm customer relationships. This includes keeping in touch with those 'golden' referrals via smartphone access to the social networks.
Remember - connections are made by social links. Relationships only gain traction by website reinforcement.