The idea of business and social media can seem a bit foreign to those that view the medium as purely social and I can understand that point of view. After all, the social web has moved the consumer front and center and we must to understand this fact. Times they are a changing to be sure.
But, what does this paradigm shift mean for those that market products and services? How do marketers respond to a marketplace that they can not control and that is open 24 hours a day? How do businesses do business in the age of social media?
The reality is that this is the greatest opportunity marketers have ever had to connect with those that make their business possible in a lasting and mutually beneficial manner.
I can recall a focus group that I attended nearly 20 years ago. We were talking to consumers with a stated disinterest in our client’s product. The client wanted to know what they thought about a new product extension and what their future purchase intention might be. After 4 separate focus group discussions, we had heard from nearly 50 consumers and had 5 hours of video to review. We heard good and not-so-good feedback and in the end we learned that we had actually had a positive impact with those consumers that attended the focus groups- they were more inclined to give our client’s products a try. Why? Was it simply the fact that we engaged them in a meaningful discussion? Could it be that they felt what we (the client) knew to be true- that the discussions were mutually beneficial in that both parties learned something? On the plane ride back, my client made a comment that still sticks with me, “Could you imagine how great it would be if we held a focus group session with ALL of our customers? That would be real interesting.”
So, has that thought of an ongoing worldwide focus group come to pass? Probably not, but we are closer than ever to a true relationship with our consumers. Marketers who understand this know that engagement via social and digital media is not something to be feared but rather embraced. The business of social media is one that requires planning, discipline, creativity and analysis. To make it work for your business, social media engagement should become a part of your culture as well as reflect it.
How well is your organization doing?
SocialDirect is a social media marketing agency located in Winston-Salem, North Carolina. We help regional and national brands connect with their customers.
