The ability to motivate people to do what is necessary to accomplish goals and overcome challenges is a key management skill required in every successful business. The willingness and skills to lead are especially valuable in a social company. Social marketing is a new frontier with opportunities to discover, tools to learn, and communities to build.
There are no paths to follow. There are two options available - create your own success strategy or wait to follow your competition. Top prizes go to those who find the best strategy for their company, customers, and team members before their competitors.
Social media was introduced as a new marketing channel more than a decade ago. Now there are more platforms, tools, and opportunities to connect with customers than anyone could have imagined. This channel provides unprecedented access to customers, friends, family, and preferences. It is truly one-to-one marketing and service that allows brands to reach across natural barriers to connect with people around the world. Two decades ago, the idea of sharing real time experiences across continents was something for a sci-fi flick. Today, this amazing technology is available, affordable, and portable.
The technology is also underutilized because people are more interested in creating viral content than resolving customer issues.
Somewhere between the vision of a channel of conversations and today's reality, people got lost. The channel that was supposed to set the commerce world on its ear by replacing traditional marketing has become a haven for bickering, innuendo, and gossip. The communities of social media "leaders" lob word bombs at each other in an effort to unseat the rival King/Queen from his/her paper throne. People outside the communities shake their head in amazement at the juvenile behavior in a public forum.
Some outsiders resist participation because they can't get past the prevalent ugliness. Others treat it as an advertising media with a constant stream of promotions. Opting out or trying to adapt the channel to traditional marketing is a mistake. A better option is to use the unique characteristics of social media to touch your customers and prospects.
The best way to connect with the people that matter varies by company.
And, that is where leadership is needed. Finding the way that works for your business requires vision, testing, analysis, and change from the status quo. The change part is the hardest. Your company has to work together as a team to harness the power of social media. Departmental rivalry has to be replaced with shared communication and shared responsibility.
The first step is accepting social media as a way to connect with individual customers on the platforms of their choice. Customers rule here. They get to decide where, when, and how they communicate with you. This change is a little scary, but it is worth the effort. Individuals actively participating in our clients' communities have higher average orders and more frequent purchases than their non-social counterparts. This increases lifetime value and customer return on investment. Who doesn't need a little more of that?
Next, put on the blinders so you don't see the drama in surrounding social circles. Controversy drives traffic so people keep one-upping each other to get their fifteen seconds of fame. Apparently they don't realize that the instant fame is quickly followed by distrust. Your goal is to inspire trust and confidence. Participating in online snarky competitions derails corporate success.
Finally, create a flexible strategy that includes testing, analysis, revisions, and celebrations. You'll go down a few paths that aren't right before you find your way in the social channel. If every step includes a lesson, you are always winning.
Social media success is a simple process but it requires time and commitment. Reaching out to customers to solidify your relationship and encourage loyalty optimizes your return on investment. Don't be afraid to try new things as long as they fit within your corporate culture and customer expectations from your brand.