Tuesday, January 5, 2016

Is the Social in SOCIAL Media Silent?

In 2002-2003, the world as we knew it changed. We began succumbing to the powers of social media, via Friendster and Myspace, and chat rooms like ICQ and AOL. Yes, getting online was accompanied by THE most annoying sound in the world, but we had unlimited freedom. Our barriers to connecting the world began crumbling.

Currently in 2016, a large number of social media platforms have entered, commanded, and won the market. The power that lies between our keyboards and fingers goes largely unappreciated. The bounds and opportunities to communicate and connect are endless. Social media is how we get our news, how we engage with celebrities and icons, celebrate milestones and learn of the excitement of others, how we find jobs, how we find love, how trends begin, how movements are created, how injustices are spread, how tales of inspiration and triumph are shared, and how we stay connected with those we care about, and those we long to know. (However, thankfully, the dial-up sound is a thing of the past.)

Further, businesses and organizations have realized the opportunity social media affords to become further branded, to expand sales potential, and to have a direct avenue to interact with consumers, customers, and clients. Yet, many businesses select to take out the 'social' aspect out of social media and focus primarily on sales; eliminating the ability to achieve communication nirvana.

Said businesses focus on selling to their social media base, rather than creating and expanding relationships and EARNING trust. Look at 5 star brands on social media, like BareMinerals by Bare Escentuals on Facebook and Southwest Airlines on Twitter. Not only do they connect fluidly with their target market, they encourage and respond to interactions with their customers and clients like a champ. They don't need to hard sell themselves; how they act, engage, and communicate naturally does that for them.

Being social on social media doesn't mean you can't sell, but make it an ingredient in the mix... Not the main course. No one wants to engage with a company that is trying to sell you at every turn or a company that boasts about their superiority or greatness. Most social media savants want to engage with a company that shares good content, allows opportunities to communicate, shows some spunky humor, offers specials, and extends a direct communication line. Attempting to blatantly sell in a social space is the quickest way to get unliked, unfollowed, unconnected, or unfriended.

So how to do businesses thrive on Social Media? Here is the secret... Ready for it? 

It's SOCIAL media. Social. It's about assimilating yourself into the social communication sphere and providing an incentive for people to follow, like, or friend you. That incentive could be the content you share. It could be discounts you provide. It could be your wit and snarkiness... Consumers aren't going to willingly engage with a business just to be pushed to purchase products or services each day... Especially on platforms that are created to be personal and to cradle friendships, relationships, and connections.

Businesses thrive on social platforms by being authentic... By hearing out their customers and responding to their questions, compliments, and complaints. By being down-to-earth and likable. By gracefully establishing a role as an industry expert without being cocky. By exuding the confidence of a trusted, true, and reliable company voice. By being off-the-cuff. By knowing, understanding, and speaking the company voice... By knowing who they are, and who they are not.

Tell us what you think 

What's your favorite business or brand on social media? What do you wish more businesses would or wouldn't do on social media?

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Would you like to talk to the CC Communications team about Social Media Marketing or Charlotte Internet marketing? We'd love to have a conversation with you and your business to see if our services, style, and methods are a strong match for you and your company. Connect with us at 704.761.4676 or drop us an email at Marketing@CCCom.com.