Saturday, March 23, 2013

The Heart of Social Media - and the Key to Unlocking It

Hey you. Yes, you. Your Social Media strategy isn't working is it? Takes too much time, you end up dealing with customer complaints mostly, you don't really see the point, right? Forget ROI, you're not seeing ROAnything.

Well, I have something important to tell you.This isn't just another "why companies suck at Social Media post", although yes, we'll be starting there.

The heart of Social Media is the ability to express mutual admiration.

Okay, so what? There's plenty of things that express appreciation. Greeting cards, 15% off discount coupons, televised award shows...

Only those aren't really mutual at all. Think of Sally Field's iconic Academy Award speech, "You like me, you really like me!" The Academy did indeed like her that year and she liked that they liked her (after years of pretty much ignoring her existence.) A discount coupon is a carrot to get the horse into your barn. These may have mutual benefit, but they are not expressions of mutual admiration.

Customer A: "I love this store. You guys are always friendly and you always have just what I need."

Store Owner: "Thanks! We try our best."

There's nothing wrong with this answer, but it could be better.

Store Owner: "Thanks! We try our best, and we couldn't do it without great customers like you."

By expressing *mutual* admiration, the store owner acknowledges the important place the customer has in the process.

Online, way too many companies forget the mutual aspect of Social Media. A company might thank customers for complimenting them. They may offer to help customers with problems...but how many companies on Social Media think to thank their customers?

Take your Social Media up a notch and make it mutual. That's the key to unlocking the "social" part of Social Media.
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