So I’m tweaking one of my social media training decks for a client session next week, and noticed something about this high-level slide that speaks to a big problem I still see with brands on social.
For social selling or social customer care (two big use cases that directly impact a company’s financials), this slide shows that a brand has no choice but to be present on social.
And by present I don’t mean “yes, we have an account and auto-schedule posts to go out during the week.”
No, I mean you literally can’t “Seek Opportunity” in Step 1 without actively looking for and responding to brand mentions, comments, and conversations about your business and the space your business serves.
And if you can’t get past Step 1, you have no hope of any measurable return from social at your organization.
So if you’re a brand who expects returns from social and yet is still phoning it in, it’s time to commit to being present.
- Commit staff to social who you empower to be in the mix with customers, prospects, and the rest of the industry.
- Foster a culture and community of champions on social who want to help your brand connect.
- Train up your employees so they can do this too (and at greater scale than what you’d achieve on just your brand channels).
If this is resonating with you, know that the cultural change is the hardest part. Best if it comes from the top. Beyond that, there are plenty of experts and platforms available to help your team be more present on social media. Happy to point you in the direction of some useful tips to build your case, or examples of companies doing it well.
Stephan Hovnanian
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