Why are companies afraid to tackle this Social Media Issue?
I understand there were some pitfalls in the past few years with Social Media and Businesses, but the companies that have seen success with these Platforms are the ones who stayed onboard.
I don't understand why companies aren't taking advantage of being right in front of their customers all the time. My prediction is, if companies aren't jumping onboard now, they will end up chasing these platforms forever instead of growing and changing with them.
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May 14, 2014
I agree with Summer Davenport it is important for companies to develop a plan of action for their social media campaigns.
Many business owners simply don't really know how to set up and run a successful social media marketing campaign so they don't do anything.
I agree that companies who do not get on board with social media will really miss out on a powerful marketing platform.
Apr 12, 2014
Hi Lashondra- as I'm sure you'll agree, many of these companies or brands you refer to, aren't 100% transparent, and in today's consumer world, we can easily spot a scam, a sham, or brand that isn't truthful or honest about their service or product (eg: YELP reviews will tell you from other customers what is really going on at that company or store). We live in a world with social media, if your brand is not living up to it's mission statement (customer promise)- the customers now have a way to call them out, and make them accountable for their actions or bad service.
I believe a lot of the indecision with SM with brands may be the executive structure and lack of education in the value of SM and what it brings to any
brand and the ways it can be monetized. I like to show my clients that by organically engaging with their customer base, that they'll not only build brand loyalty (look at Amazon, Starbucks and McDonalds-guess why people ALWAYS go back to them..customer satisfaction and product).
Kudos for you for posting this question...best-g
Apr 16, 2014
Wow Greg I totally agree! Transparency does play a big part in why companies will not tackle the Social Media issues. And...yes being organically engaging with customers is a great road to customer retention. Look at how businesses are forcing customers to take care of issue themselves online. I have no problem with having the customers take care of business online, however having outlets set up where the customers can get intimate or personal help from the company is a wise decision and Social Media outlets gives them that place to do these things without adding the extra phone lines back into the equation.
Mar 26, 2014
I teach small business owners all the time. The main reason that my clients aren't there is that they don't know how to use it. They don't have Facebook accounts, LinkedIn accounts, etc.
It's on their radar, they hear about it at networking events and from other small business owners, but they really just don't have the computer skills, time and knowledge to use it effectively.
Social media as a general platform, as a way of connecting, is here to stay. Unfortunately Facebook won't live forever. One day it will be replaced by something else and that thing will be replaced by something else and so on. It's important to remember that all of these platforms aren't permanent and that you can't build a business solely on social media. You have to have that contact list. You have to have a way of communicating with your clients outside of social media. And you need to be ready to jump ship and join the next big thing whenever that happens. Social media will never be a stable environment.
It has massive potential for those that can use it effectively. Unfortunately it also has a learning curve and not everybody has the time or patience to travel that path.
Mar 26, 2014
Hi Laura, I agree with most of what you said. Social Media ins't going anywhere any time soon. We live in a world where people have become accustomed to right now and Social Media gives them.
I do understand that business owners aren't familiar with the platforms and it does take time to get to know the platforms, but that is where a professional comes in. Teaching, training, building and planning. It's never okay to run from something because you don't understand it.
There are several ways for businesses to utilize Social Media Platforms without it becoming their main vehicle to reach potential clients or clients. It shouldn't be ruled out all together. Can you imagine how the business owners felt when television ads took over newspaper ads? I'm sure some stayed behind.
Apr 16, 2014
Hi Laura- good points and well taken...time, and knowledge..two things we all could use more of...like the 'Industrial Revolution' when machines began to simplify and automate many of the hand/man/woman made services and products-people simply had to learn to ADAPT. Adaptation and transformation is something that is a part of business-then and still today. While I agree with you about having 'contact'...in today's world, a good majority of the planet is 'mobile' and you can (and should) be 'connected' to your customers that way (via social media). We live in a faster paced world, and you have to reach and connect with your customers where they are...not just where you (the brand) are. That all comes with a targeted social media 'strategy' (a roadmap and game plan to know how and where you're positioning your brand message). Yes, there will be new platforms to replace today's SM channels, and what's here today, tomorrow may be passe...well worth learning 'the curve' :) best-g
Apr 16, 2014
Hi Laura- good points and well taken...time, and knowledge..two things we all could use more of...like the 'Industrial Revolution' when machines began to simplify and automate many of the hand/man/woman made services and products-people simply had to learn to ADAPT. Adaptation and transformation is something that is a part of business-then and still today. While I agree with you about having 'contact'...in today's world, a good majority of the planet is 'mobile' and you can (and should) be 'connected' to your customers that way (via social media). We live in a faster paced world, and you have to reach and connect with your customers where they are...not just where you (the brand) are. That all comes with a targeted social media 'strategy' (a roadmap and game plan to know how and where you're positioning your brand message). Yes, there will be new platforms to replace today's SM channels, and what's here today, tomorrow may be passe...well worth learning 'the curve' :) best-g
Mar 24, 2014
Lashondra .. successful companies are mostly headed by sales guys .. and they don't see much of revenue (even 2%) coming from social media (lets say they cannot visualize such ecosystem due to their inexperience and non learning).
This can be many one of the many reasons from companies keeping away from social media.
Mar 22, 2014
I think one of the issues, certainly in the UK is Fraud by way of impersonation; both corporate and individuals. It is becomming an increasing problem over here. There are some who are euphoric about the system, rather like the on-line sales sites such as Amazon and E-bay; equally those who have grave reservations about their financial and "personality theft" issues. Regrettably I fall in to the latter sector.
Larger companies can afford to take the risk, where as smaller one can't and insurance for both large and small companies alike is very expensive. In the UK Professional Indemnity Insurance has nearly trebbled in the last three years.
Most people do like the idea of being in front of their customers, but as I have found in the UK Version of linked in, many of these contact are in a different country and their is nothing to "Link on". Certainly many of the jobs advertised on the UK Board turn out to be in the USA, and I appreciate that this is principally a US operation, but even so the legal operations of business law are different.
I am interested in leaving the UK due to lack of oppourtunity, but immigration controls in the USA, unlike UK are much tighter. (In the UK, we seem to let anyone in to live odd our state system).
Perhaps you could give some advice relating to breaking in to the US market.
Regards
Chris Richards
London.
Mar 22, 2014
Thanks Christopher and I can definitely see where you are coming from.
Mar 21, 2014
Hossam you are right, it can be costly and the costs can be tamed greatly if there is a professional handling it.
Mar 21, 2014
Any company that embraces Social Media must do it "all in" and also be prepared for feedback that it may perceive to be negative. There's no guarantee that every post, every tweet will say wonderful things about a given company. I think that the companies that care the most about their customers welcome the opportunity to commune with them on Social Media platforms. The companies that are suspicious or simply don't trust their customers see Social Media as inviting trouble. The real goal should be to recruit and develop "advocates" as opposed to trying to merely sell a product or service. Brand advocates are more valuable than traditional advertising because they "spread the word" about a company's products. Cultivation of strong advocates takes time and requires patience and has its risks--but when done well, it has a huge payoff.
Mar 21, 2014
Smaller companies are already playing catch-up because they are 1 - 2 person and busy doing all the other things that have to be done.
Someone smart with start a business working with smaller companies and doing it for them - a 'virtual' SM master.
Mar 21, 2014
I pulled up this article I had read before in Inc. magazine. I think these 9 reasons are a pretty good answer to your question.
http://www.inc.com/steve-tobak/how-you-are-hurting-your-reputation.html
Mar 21, 2014
I agree with some of the article, but there is still no way around moving forward.
Mar 25, 2014
Lashondra, I have been watching your responses through this question thread and like the way you are overcoming the "objections" to your point of view that companies should be on social media. Great strategy by the way to generate dialog and objections in one place to prepare yourself for meetings with prospects and to use for content in your marketing materials.
Mar 21, 2014
Social media has bloomed so fast. Most small business owners are not aware of the benefits and pitfalls of the 100+ choices or how to use them to the prime degree for their industry. It also takes a regimented time commitment that most people do not have. A strict schedule for posting and answering messages is what is needed. Most people are not built that way.
If you are very organized you can build the time in your schedule, but it must be followed by a higher level of commitment to make it work.
Mar 21, 2014
I think part of the issue is that so many businesses use social media so poorly, that other businesses don't understand its true power. Some businesses have the idea that social media means slapping together a Facebook business page or posting your resume on LinkedIn. They see no improvement in sales or traffic and come away thinking social media is not for them. I think most businesses see the value in being in front of their customers 24/7 -- they just haven't the acumen to make it happen.
Mar 21, 2014
Daryle that is so true. This is why they should get on top of it. I know last year so many so called "Marketers" popped up and sold a lot of companies Social Media dreams, but just because you made a mistake doesn't mean stop. Those mistakes should go into the lessons learned file (which by the way should be next to the planning file) and the show should still go on. I am confident that in the near future companies will jump onboard.
Mar 21, 2014
One size does not fit all, whether it's social media or any other marketing platform, There are some businesses/industries that should NOT be on social media due to their industry legal regulations on what they can say and do.
Also, someone simply jumping on board just be there, without a strategic plan, can find themselves spending more time with no or little return on investment. Social media can be used against a company as well; and unless someone has a reputation management strategy (which is more than just negative comments or reviews) as part of their plan, they may find themselves scrambling to undo the damage or not survive at all. The internet is changing daily, as well as the social media platforms.
There are many factors to take into consideration when planning a strategic marketing and branding plan for any business/product/company, and social media is only one potential part of it.
Mar 21, 2014
Summer I agree there are things for companies to be aware of and you can't jump in without a Strategic Plan; however Social Media isn't going anywhere and there are ways for any company to participate with a Strategic Strategy.
Mar 21, 2014
Thanks for your response Lashondra, however, I stand by my comment that NOT everyone should be on social media. One size does not fit all. It's more than a company simply being aware of social media; for some industries it's a strict legal issue.
Mar 24, 2014
Sumner I agree with you. For legal reasons, some companies are better off staying on the safe side and not going against industry regulations by venturing onto social media. One wrong word on the wrong platform can have major consequences.
Also, if a company doesn't have a proper social media strategy in place, it's better staying away completely. I wrote a guest post on this subject a while back: http://learnhowtoblog.com.au/write-good-social-media-posts/
Another major concern I have is that companies don't have a strategy in place where they handle negative comments from customers on social media. A certain airline here in Australia simply deletes any negative feedback. They don't get back to the people who posted comments in any way, even if it's a legitimate complaint that could eventually make them look like they care about their customers if they resolved the issue. A strategy like that can have severe consequences. In that case it's better not being on social media at all.
Mar 21, 2014
Companies that are not engaging customers and prospects on social media are reluctant to admit that the consumer is now in control of their brand and the perception of their brand.
If a company wants to be an industry leader, they must be a leader in social media as well -- sharing information of value, educating prospects and customers, addressing industry issues.
Small businesses have a tremendous opportunity to compete with large companies with significant marketing budgets, by providing information of value to build awareness, credibility and trust as well as traffic and leads.
Companies must also provide an acceptable, if not outstanding, customer experience. Those who don't will be called out on social media, whether they're participating in social media or not.
Be relevant, be reliable, be responsive, be real, or be gone.
Mar 21, 2014
You haven't stated what social issue you are questioning... therefore it appears you are just questioning why businesses aren't marketing with social media in general... is that correct?
If that is the case, then there are a couple of issues here. It's easy for us, as marketers, to believe various marketing solutions are what a business needs and question why they don't see value in it. However, there is a time and a place for everything marketing and like most marketing options, social media has it's place but it isn't the solution for every business.
The bottom line, what marketing is best for one business isn't always best for another and there are many factors which determine that... and even if something is the perfect solution, the old adage still comes into play... you can lead a horse to water, but you can't make them drink!
Mar 21, 2014
Yes, I am speaking in general. Well that doesn't mean the horse will not get thirsty one day, lol. I do understand that what works for one company may not work for another, but avoiding the situation completely never worked either. Why be on the chasing end of the race when you can sit and watch the progression and move with it?
Mar 21, 2014
Lashondra - I see more and more businesses join the social media movement however few get beyond the "on boarding" phase. You need to travel light and frequently if you want to collect reward miles is my best bet. Growth will follow once you talk to the passengers you meet in the planes!
Wishing you nothing but success
Thanks Cynthia. I am a one of LinkedIn Published writers and right now I am doing a 10 step series on how to create a Strategic Plan for Facebook. So far step 1 and 2 are out. You should check it out. I'm hoping it will help some businesses at least get started. https://www.linkedin.com/today/post/article/20140514073340-136193771-step-1-to-creating-your-tailored-social-media-page-on-facebook?trk=mp-details-rr-rmpost