More specifically, the evolution of your customer. Incorporating social media into your overall mix definitely has it’s benefits. We tend to shy away from social media in business because we feel it’s unmeasurable (i.e., no real ROI).
When the television set and advertising was introduced in the late 40’s, early 50’s – there was a bit of caution and concern about this new method to reach viewing audiences with animated advertisements and messaging. After a few tries, the concept took off, and as the television gained more popularity and more people gained access, then real costs, returns, and monitoring took off and there was comfort in using this method as a way to drive/inform consumers to products & services.
Just as the television revolutionized a new era, the internet has done the same. This time evolving in a number of forms. From one-dimensional promotion to multi-dimensional communication. The opportunities with this media are limitless today, however at some point there may be some marginalizing before the next revolution is introduced.
In the meantime, to be successful at using social media for business, you have to look beyond the ‘cutesy’ interaction and (overheard) ‘time-sucking’ nature of the proverbial beast, and take value in the powerful lessons and consumer information you can learn from participation.
Engaging in social media is not about controlling the message, it is about learning more about the people who use your product or service and interacting with them in such a way that they value and promote you. Social media is like word-of-mouth amplifyed. You want to be a part of the conversation being had about your brand. And you want the opportunity to have a voice.
From that positive interaction comes a new set of data to track, and you can begin to measure the value of your online interactions with the impact to your bottom line. This means commitment. Committing to the engagement, and committing to the follow through. You can have a deliberate approach to social media along with measurable results.
Don’t believe me? Check out the following article titled “From Home to Social: The Evolution of Your Customer Data” by Jill Dyche
Then ask yourself, am I committed to the value of my customer?