Interestingly, we are moving away from an age of powerful businesses that dictate trends and consumer wants to an age where one where customers have all the power. It is clear that social media is having a massive impact and is helping to bring about this change. I have seen a lot of companies integrate a social presence into their marketing campaigns, however, it is rare to find a company that truly understands the core reason for being there. Some are jumping on the band wagon because their competition is there and therefore don’t want anyone to have an advantage. If that is you, don’t worry because you have done the right thing. What I want to show you now is how you can start to take advantage of what you already have in place. You see, It is not enough just to have a website, twitter account, set a Facebook page and technically tick all the boxes. We are now in an age where customers hold great power in deciding what you and you company are, what you do, and how you do it. It is not your business that has the power to dictate terms anymore, it is your customers that have this power and are becoming a force that really needs to be listened to.
One of the primary faults I see with businesses in the online world is just pushing their sales messages out there; thinking that this is the way business in both online and off-line situations. This is a total turn off for customers. You have to be actively engaged with them and create a personality for your brand. Your business has a responsibility and duty to act in the best interest of its stakeholders and customers. Part of this responsibility is the need to demonstrate that you are able to solve people’s problems and highlight the value proposition your company brings to the table. Establishing and fostering you community is an important part of this to create value and trust.
Brian Solis talks about the three F’s, friends, fans and followers. Essentially, the three Fs are different types of social consumers on different social networks. It is important to note that these three are not created equally. They all have different amounts of value to your business depending upon your strategy and goals. Social media is by nature social, and your company needs to reflect that. It is vitally important that you decide on a direction for your business including the type of image you are going to portray, how you are going to voice your brand, when you are going to do so. It is up to your company to define and implement a mission statement to demonstrate what your company is all about; not only off-line, but online in this social space. You need a core brand that people can resonate with, one that has personable characteristics customers can identify with. These three Fs are really a new commodity online and it is your responsibility to look after them. Once you have your goals, only then will you be able to sit down and truly work out what is the best course of action.