In 2008, we laughed at the thought of a "Social Media Manager" position for our companies. Now, eight years later, we are trying to figure out what we should expect from them!
In the early days of modern social media, we started chasing "likes" and "friends" and "followers" and we even PAID to get some of these illustrious, and highly coveted social entities to "say" they are our advocates and buddies.
We ramped up efforts to increase this audience. We made up dynamic creative campaigns to get the attention of theses ambiguous "could-be" customers. We spent thousands of dollars developing an audience.
Along came a way to "advertise" to these social paths and we spent MILLIONS to put a message in front of them!
Now as advertisers, eight years later, we are trying to figure out what we should expect from all of this social engagement!
The truth is, we should expect nothing.
(Except maybe a few negative posts that we must defend, but that's another story coming soon!)
The social movement is just that,...social. It is NOT business arena and anyone who is active on any of the platforms knows that the very second that someone TRIES to sell something to you, it violates you. At that moment, you may even "unfriend" that connection.
You certainly will alienate them if they repeat the action of selling to you. This is a SOCIAL environment where you want to share fun posts and photos, catch up withe old acquaintances, discover new things and even discuss some current affairs.
All indicators are showing that less than 0.01% of people "found" a business on social media. Now that doesn't mean they didn't SEARCH for a business, they do, but that was a result of already knowing about the name of the business. People will REFER a business through social media, but typically, they offer a WEBSITE and not a social platform to reach the referred business.
The same percentages are reflected by asking how many social users actually PURCHASED something on a social platform. In fact, it is even LESS! Some may have LINKED to a business through a social media, but the defining factors that made them comfortable enough to purchase from a company came down to reviews, referrals, ease of navigation and most importantly, VALUE for product.
In summary, do what you do a good as you can. People will talk and share their stories about you. Then offer a good product with a GREAT value and make it easy to buy from you!
(Are you prepared to handle "bad" social posts? Stay tuned...that's next!)