A recent KPMG survey, aligned with Sensis statistics, indicated 50% of businesses have no Social Media presence.
When you think Social Media is about consumer and customer engagement, today’s businesses need to recognise the potential in high ‘bottom line’ value increases and low engagement cost overhead, in striding into the bold Social unknown.
So Where Is The Value To A Business?
First thoughts for a business manager might go directly toward Product Sales as well as Marketing. And, yes, you’re certainly able to leverage Social for those.
Let’s first consider what drives Sales from a consumer point of view and you’ll instantly see Sales will become a natural by-product of Social Engagement.
You and I are also consumers. Trust Markers are subconscious check-boxes we tick off in our minds when we’re looking to buy.
[1] Is this product supported by the company? Social engagement strengthens this area. Today’s technology enables your business’ Social Team to set up brand and keyword triggers for instant alerts, for potential negative product feedback. You're then able to respond to positive feedback and create ‘raving fans’ who’ll tell others about this magical business who contacted them personally with a ‘thank you’.
Facebook enables your business with ready access to create Fan Pages and Groups for consumer management.
[2] Many consumers search Google for research and it’s vital your business or product pops up. Within the Social realm, you’re able to tap into Google Places for Business, FourSquare as well as Facebook Places for consumers to find where your business is and get immediate reputation validation.
How do you currently go about getting that sort of worldwide brand validity in the offline world?
[3] Testimonials. Personally, I look for product reviews as well as knowing someone has previously and successfully bought a product that I’m interested in. We have these built-in mechanisms to safeguard ourselves against looking silly in making a dud purchase.
Social allows a business to gather testimonials and rapidly fix any potentially harmful customer experiences. When potential clients witness your business being proactive, you’ve laid a solid foundation in consumer protection.
Get Started Now With Existing Resources
Have you heard the saying ‘The best time to buy Real Estate is now’? Same goes for Social Media engagement.
The KPMG survey highlighted the main stumbling blocks were both available resources as well as budget allocation. These areas can be easily overcome through a little healthy time management and reallocation.
Engaging in Social Media is an adjunct of client satisfaction. Your business already has dedicated resources in this area.
- Look for any of your customer service team who have an interest in Social Media, Facebook, Twitter or even technology
- Carve out 30 - 60 minutes of their day and assign them the project of spearheading your businesses’ Social Media presence. It’s a small percentage of resource (certainly do adjust the time to suit your business processes), and a fantastic opportunity in employee morale boosting too.
- Start defining a list for your Social Media Engagement policy - how your team engage with your customers.
- As an initial Social Media Strategy, I’d suggest beginning with the Top 2 - Facebook and Twitter
- Construct some basic Google Alerts for keywords around your brand and product line
- Use these keywords as well for Twitter searches to drill into what your customers are saying and also your competitors.
For a small investment of talent and time, your business will soon rocket into modern times and form new and stronger relationships with your customers. And that leads to raving fans, increased client retention and ultimately more sales.
Your Turn Now
Is your business doing all it can with Social? Let me know what sort of challenges you're having in getting started?
Martin is the General Manager at Traffika. Follow him on Twitter @Martin_Cooney or Google+
