"If you had to choose social media* or 100% engaged employees for your brand, which would you choose?"
I recently asked that on Twitter and the responses were pretty interesting. The question forces a choice, which many of the people who responded had a hard time making. One person even called it down-right 'silly.' Generally, people wanted both - engaged employees who use social media. Fair enough, but not a singular answer the question begs.
If you're having a hard time with the answer, this might be a good gut-check.
You see, the answer gets at a deeper question - what is the most valuable asset that your business has?
We're not denying that social media can have massive influence for a brand, or even that it can add to a brand's bottom line if wielded correctly. But I am saying that we would bet on a business with engaged employees and no communication through social media over a business with mountains of online 'influence' any day of the week.
Why?
It's pretty simple: one of the foundations of a good business is an amazing customer experience. And employees provide that experience to customers. And 100% engaged, passionate employees do that in a way that turns customers into loyal fans. So if we had to choose between an online communication tool and people who's hearts beat to turn customers into loyal fans, the choice is clear.