Many organizations are still trying to figure out the right approach to social networking before they venture in. Many more are 'half-way in' and do a 'not so good' job in consumer engagement. Here are seven reasons why you should get in.
1 - You have to reduce costs. As marketers we pay for brand impressions. Many of our brand impressions cannot be measured effectively - social media can be measured & if you start leveraging your social media interactions to engage your consumers, you can reduce the spend on other channels.
2 - You have to learn to listen. People are talking about your brand and they are talking about what they need. You need to listen to their feedback and their conversations so you can improve your product or service. Most importantly, you need to leverage your listening into starting a dialogue with your consumers.
3 - You have to focus on customer service. Your customer service representatives can answer important consumer questions on online channels. When they do this, the viral nature of social media gets the word out - plus, the consumer is able to find answers. You can an added bonus when your consumers start answering questions on your behalf regarding your product or service.
4 - You have to establish credibility. You are the expert on your brand & you need to make sure that you are able to lead discussions & answer questions effectively. Your consumer will recognize you on social media channels and will appreciate your commitment to sharing your expertise.
5 - You have to spread the word. If you offer up a good forum, great tips, or something that is valuable - your consumers will share it with their friends. Your goal should be to listen, educate, & offer up an easy way for the consumer to share it with their friends.
6 - You have to drive revenue. Many business can measure the exact impact of their online sales. A few leaders are actually using social media to drive sales across channel. These companies are actually measuring the impact of social media in real sales.
7 - You need it to compete. Your consumers are already on social media. Your prospects are on social media. Your competitors are on social media. Perhaps you are already on social media as well, you just need to be more aggressive in how you approach your consumers.