Time to re-discover your social animal, maybe?
Thank you for the great response for my last week’s marketing insights. I’m overwhelmed by the response especially with people writing back asking to discuss some topics in specific. Since the topic request around “social media” was the highest, I’m going to get going with that first.
As many of you rightly asked, why is that even several large enterprises are still in the process of determining their approach to social media? Why its effective to only a few, while others rue?
Let us ask ourselves these 4 questions:
1. Are you focusing on what you want as your outcome?
Its not mere markets, they are individuals. Doesn’t matter how many people are following you on your Twitter, Facebook, LinkedIn, etc. What matters is what you do with them! It’s not about the traffic to your website but more about conversions. Are you building a community of engaged followers? It’s one thing to have a “following” but are they engaged with what you are saying? Are you influencing them?
2. Do you want to be social alone or do you want business outcomes out of it?
It is not wrong to be on social media just to socialize. Just that we need to be clear on it. If you are to generate business out of your social conversations or engagements – you need to build your identity around your product or service. Your conversations should be focused to your target community and yet be natural in your conversations. Trust matters the most.
3. Do your social profiles feel human?
It doesn’t help a bit if you have got profiles that are incomplete, links that don’t go anywhere, you haven’t logged on or updated in months. You don’t want to be robot that comes alive only to update and promote conferences, product updates, sales discounts, etc. Being in social media and being socially acceptable are two hugely different aspects. Whether you like it or not, people are watching you. No matter how great your product or service is, you need to stay interactive.
4. Are we really localizing- how well?
I’m sure you have seen ads that said “Localize your website”, “Localization made easy” and all they manage to communicate is that they can help you in translation.It’s like saying my primary job at work is to be present. Feels a little exaggerated? Localization is about going beyond mere translation. It’s about understanding the demographics of your new audience, their tastes n preferences and much more and delivering the value proposition of your offering accordingly. You also need to take utmost care to ensure that you communicate effectively to your audience by keeping in mind that your content is culturally sensitive.
How social are you? Would love to hear your thoughts.
Published with permission from Author.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net
