Do you accept the premise that “social media” has expanded well beyond its consumer-generated content roots to encompass a much larger trend of customer-centrism and candor?
Do you believe that the core of a successful social media strategy is making your company more like a person and less like a machine? Do you believe that it’s about humanization – not technology – and certainly not about Twitter?
The world of “social media” is becoming the world of customer experience, a critically important communications/operations hybrid that has lived in the shadows for far too long. “Secret shoppers” and other customer experience fact-finding and consulting initiatives have been around for decades, but it took the rise of social media to shine an appropriately bright light on the importance of micro-interactions (as David Armano articulates in this interview).
In his unique style, Gary Vaynerchuk says it succinctly and profanely: “You want a business model? How about giving a shit?”
And the companies that are truly customer-centric, that are human, that are willing to let consumers peek behind the curtain and be PART of the brand, not just a BUYER of the brand, are those that will succeed in social media.
Out-Caring the Competition
It doesn’t matter if you’re B2C or B2B, if you inherently understand and support the notion that customer satisfaction pays mid and long-term dividends (that aren’t always calculable in a spreadsheet), social media enables you to double-down on that philosophy. You can communicate with your customers faster, more often, and with greater relevance.
The companies that love their customers shine in social media. The rich get richer. That’s why many of the social media success stories are from companies that were customer-focused long before “social media” and will be customer-focused long after this craze goes the way of the pegged jeans and pompadour haircuts.
Social Media is Not An Accessory
But what scares me lately is the widespread belief among companies (and their agencies) that social media can be bought or constructed as a bolt-on initiative. Like an aftermarket roof rack or super funky license plate frame, it attaches to the car, but it looks ungainly and unnatural.
That’s because you can’t fake social media prowess at the brand level. The less you believe in the power of one customer’s experience, the more forced and phony-baloney your social media effort feels and sounds.
Is it any wonder that companies that engage in “middle finger customer service” (as Greg Verdino perfectly puts it) don’t have widespread social media programs? (he types, looking at his US Airways boarding pass)
So before you march into the C-Suite to lobby for a social media program, will you first take a few steps back and challenge the company to find new ways to be helpful? New ways to be human. New ways to give a shit? And if you can do that, THEN build a social media effort around it?
Do you promise?
(photo by tao_zhyn)
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I love the questions and call to businesses using social media from @jaybaer, groovy stuff! [link to post] http://friendfeed.com/e/7844b6f0-8c7f-4ab4-94e3-eaa53fcb92eb
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I love the questions and call to businesses using social media from @jaybaer, groovy stuff! [link to post]
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RT @tweetmeme Convince and Convert Blog: Where Social Media and Email Collide » Why Social Media Helps the Rich Get … [link to post]
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Why Social Media Helps the Rich Get Richer – [link to post]
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Interesting opinion on social media and marketing [link to post]
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RT: @jaybaer: Why Social Media Helps the Rich Get Richer [link to post]
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Good post by @jaybaer — Why Social Media Helps the Rich Get Richer [link to post]
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This is so on track to what I’ve been thinking about lately – social media is too often used as a band-aid in attempt to cover the negative side of a business when in reality it works more like a magnifying glass – it only shows you as you really are.
Katie Van Domelen’s last blog post..Agencyside: 180Series
Well said. I like your band-aid vs. magnifying glass analogy Katie. You should write that up as a guest post here at C&C!
Being a person is definitely an undervalued commodity in today’s business world. Companies stand out because of it but it’s the status quo for everyone else. Until the industry and company standards hit a critical mass…I don’t know when this is going to change.
Stuart Foster’s last blog post..Your Idea Sucks
Thanks Stuart. Always great to have you here. You’re 100% right. It’s about people, not logos.
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RT @SocialMedia411: Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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Why Social Media Helps Rich Get Richer [link to post] companies truly customer-centric will succeed in social media. rt @SocialMedia411
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RT @jaybaer: Why do companies that don’t care about customers bother w social? Why SM Helps the Rich Get Richer [link to post]
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Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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RT @SocialMedia411 Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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RT @jaybaer: Y do companies that don’t care about customers bother with social? Y Social Media Helps the Rich Get Richer [link to post]
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RT @jaybaer: Why do companies that don’t care about customers bother w/ social? Why SocMedia Helps the Rich Get Richer [link to post]
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RT: @BreonaSmith: RT @jaybaer Why Social Media Helps the Rich Get Richer [link to post]
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Hmm.. RT @SocialMedia411 Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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RT @SocialMedia411: Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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RT @SocialMedia411 Why Social Media Helps the Rich Get Richer (Jason Baer): [link to post] “Social Media is Not An Accessory”
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RT @SocialMedia411: Why Social Media Helps the Rich Get Richer @jaybaer [link to post] “Social Media is Not An Accessory”
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RT @jaybaer Why do companies that dont care about customers bother with SM? Why Social Media Helps the Rich Get Richer [link to post]
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RT @nieman: RT @jaybaer: Y do companies that don’t care about customers bother with social? Y SM Helps Rich Get Richer [link to post]
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RT @jaybaer Why do companies that don’t care about customers bother with SM? Why Social Media Helps the Rich Get Richer [link to post]
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GREAT post on being customer-centric: RT @jaybaer: Why Social Media Helps the Rich Get Richer [link to post]
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RT @tweetmeme Convince and Convert Blog: Where Social Media and Email Collide » Why Social Media Helps the Rich Get…[link to post]
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RT @jaybaer: If you’re not customer-centric, why bother? Social Media Helps the Rich Get Richer [link to post]
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[...] off… a side note… If you are not reading Convince & Convert by Jason Baer you should be. He always gets me thinking and brainstorming on new methods and ideas to marketing [...]
Curious: Do you consider the Skittles social media campaign to be indicative of a company that gave a shit?
Ari Herzog’s last blog post..When the Highest-Paid State Official Tossed Transparency
No, because I’m not sure Skittles could be classified as a disproportionately customer-centric organization. And, the utter lack of humanization or brand insight inherent in their Twitter takeover campaign shows it. Buzz does not equal good social media, at least for me. It’s gotta be about building long-term consumer relationships.
These tools that we use to further connect with our community isn’t what made us miraculously consumer focused and looked upon as saints in the world of social media. Sure, it has helped us become more ‘transparent’ and show that we care since we’re listening even more to the community, but it all starts at the core (as you said, not an accessory).
How have you built up your company and its culture before venturing into social media? What is the mindset of your employees and how are they already interacting with your community? These are a few of the questions a company needs to ask themselves and understand before taking social media for granted and thinking that it will save a possibly “don’t give a shit” company attitude that has stemmed way before these tools were even born.
Sonny Gill’s last blog post..Ears Plugged
Exactly. Using a tool doesn’t make you care about customers. It makes you care about tools.
RT @tweetmeme Convince and Convert Blog: Where Social Media and Email Collide » Why Social Media Helps the Rich Get … http://bit.ly/NjHjl
Pow!!! You nailed it: “What scares me lately is the widespread belief among companies (and their agencies) that social media can be bought or constructed as a bolt-on initiative. Like an aftermarket roof rack or super funky license plate frame, it attaches to the car, but it looks ungainly and unnatural.”
That’s exactly my worry with this post today about consulting firms targeting the enterprise space with SM integration packages now.
olivier blanchard’s last blog post..Who exactly is driving the Social Media bus in the Enterprise space?
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RT @thebrandbuilder Via @GlassHalfFullPR SocMed is NOT a tool u can buy off the shelf & plug n2 ur business [link to post] (@jaybaer)
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Social media as the NEW customer experience… [link to post] Now that’s a novel idea!
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Via @GlassHalfFullPR: Social Media is NOT a tool you can just buy off the shelf and plug into your business. [link to post] (@jaybaer)
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It’s great that you’ve emphasized this point. Being customer centric is a strategy, Social Media is one tactical channel you can use to deliver on the strategy. If a company is already customer centric then it’s a sensible place to be and they will probably do it well. If not then it’s not and will probably fail.
James (@JHipkin)’s last blog post..Deeper or Wider Only Your Best Customers Know for Sure
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RT @thebrandbuilder Via @GlassHalfFullPR: Social Media is NOT a tool u just buy off the shelf & plug into your business. [link to post]
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The last few tweet posts were via @jaybaer, everyone needs to follow him. His latest: http://bit.ly/cdl7g & [link to post]
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@jaybaer nails it by channeling @garyvee, social media works best for the companies that give a shit – http://is.gd/O3HV
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You want a business model? How about giving a shit? [link to post]
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RT @GlassHalfFullPR: Social media as the NEW customer experience… [link to post] Now that’s a novel idea!
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Convince and Convert Blog: “Why Social Media Helps the Rich Get Richer” – http://ow.ly/aRe4 – Interesting reading
RT @thebrandbuilder Via @GlassHalfFullPR SocMed is NOT a tool u can buy off the shelf & plug n2 ur business http://bit.ly/Zs4Ed (@jaybaer)
RT @thebrandbuilder Via @GlassHalfFullPR: Social Media is NOT a tool u just buy off the shelf & plug into your business. http://bit.ly/Zs4Ed
The last few tweet posts were via @jaybaer, everyone needs to follow him. His latest: http://bit.ly/cdl7g & http://bit.ly/Zs4Ed
RT @GlassHalfFullPR: Social media as the NEW customer experience… http://bit.ly/Zs4Ed Now that’s a novel idea!
You want a business model? How about giving a shit? http://bit.ly/Zs4Ed
RT @tweetmeme Convince and Convert Blog» Why Social Media Helps the Rich Get Richer … http://bit.ly/NjHjl
I agree with olivier blanchard’s comment–you totally nailed it!
Social Media World Is Becoming Customer Experience World by @jaybaer http://ow.ly/cDXA