Based on the title, you might be preparing yourself for a rant. Fear not, this is a (semi) professionally-minded small business blog, so you shan’t be forced to read an emotionally charged vociferation.
But I will provide my observations on the subject and ask the question in print that so many of us think regularly – Do companies still actually fall for people selling themselves as a social media [insert something silly here]?
My observation of the rise in popularity and importance of social media is that, in very real ways, it has changed the way conversations are happening with customers. Not so long ago, brands were able to largely dictate sentiment with one-way communication to their customers. Now customers not only have an immediate response vehicle in the form of social media, but when en masse, have the opportunity to dictate communication to the brand. Cases in point - the latest reversals in planned policy from Netflix, Verizon, and Bank of America.
But this new change in conversation dynamic is only the latest development in constantly evolving customer relations. As such, companies should be aware of how best to communicate with their customer base across ALL MEDIA to ensure satisfaction. The best conversations still involve the right content to the right people at the right time.
What this change in conversation dynamic does not require however, is a social media “wizard” to set up your Google+, Twitter and Facebook accounts for you. As you well know, all social media platforms are not equal and social media is most certainly not for every company. But you won’t hear that from social media services peddlers. They will insist that a Facebook page will be great for gaining customers to your International Aeronautical LED engineering company. And for your custom cabinetry business? Why you will be sure to find a vibrant community of antique Brazilian Tulipwood veneer and dowel rod clients on Twitter.
My observation is that just like any one of the thousands of tactics in your customer relations and marketing strategy, social media should be evaluated for potential benefit for your organization, and if viable, should be carefully incorporated into your overall plan. Large companies with substantial marketing teams will very likely have one or more people dedicated solely to monitoring and contributing to the customer interaction across many social media channels. Many small businesses may not have any need for social media, or do not have the time to effectively engage their customers, nor the money to pay someone to do it for them.
Either way, customer interaction continues to evolve and it is up to the individual organization to determine how and where they will best communicate with their customers. If Facebook or Twitter or LinkedIn make an effective communication tool, then they can certainly be utilized and can facilitate terrific engagement.
But do you really need a self-proclaimed "guru" who knows nothing of your business to tell you how to talk to your customers?