2007 doesn’t seem too long ago does it?
The fairly unanimous business argument back then was that Social Media – Twitter, Facebook, even blogging - was a narcissistic waste of time with no measureable return on investment. Jump forward three years to half a billion people on Facebook and Twitter at 175 million strong, the sound of businesses scrambling to get up to speed is almost deafening.
It’s about Change
What most businesses we speak to don’t initially get is that the culture of society has fundamentally changed. The way that people receive information has radically shifted in the last twenty years and that change has accelerated in the last 5.
It’s about Marketing
Businesses adapt their processes as new technologies come along – the arrival of economically viable robotics fundamentally changed the manufacturing industry. Does it not make sense then that the arrival of practically zero cost distribution would change the marketing world? If you are trying to incorporate Social Media marketing as if it was another process that you need to fit into your already busy schedule then you will fail
It’s about Now
There are no lead times in Social Media; content is published immediately and reacted upon within seconds. It’s not about spending days working on copy for an ad that will be published once and read by millions, it’s about publishing a hundred times to a hundred different people with different copy every time and then reacting to their direct responses.
It’s about Bullshit
Western culture is so immersed in media that we are all experts. We’ve had marketing speak rammed down our throats for so long that any whiff of corporate messaging is quickly relegated to the spam bin and your brand is weakened. To sustain a Social Media campaign you have to be yourself, you have to know your product and service inside out, the person operating the Twitter account, the Facebook wall, writing the blog posts, has to know and love your company, anything less and your customers will call you on it.
It’s about Time
For those business owners who know every inch of their company and every employee personally – a Social Media marketing campaign should change your life! If you have a dedicated marketing resource in house, how they spend their working week should look radically different now than it did three years ago. Think about those robots on the assembly line and how manufacturing companies were able to grow faster and more efficiently once they managed the change.
It’s about You
This is all so very new and from what we can see there are no cookie cutter solutions. There are tools that make this easier, there are protocols and best practices that can enhance your actions, but ultimately it comes down to you and your business. If you’re ready to join this brave new world, call us, we’d be happy to talk with you.