Social Media Strategy, Social Media Marketing

Clients Are Hot for Social Media Teachers

social media school 300x284 Clients Are Hot for Social Media TeachersIf you’re a PR firm or any sort of professional marketing services organization, I have an assignment for you. Before the end of this week, make an organizational commitment to educating your clients on social media basics.

In the scramble to establish social media service offerings, and to win the struggle for social media control, PR firms and other agencies have overlooked the critical fact that their clients in most cases don’t have enough knowledge to make a buying decision.

Jennifer Leggio (@mediaphyter) writing on her blog at ZDNET conducted a survey of 541 corporate PR decision-makers and found some startling results regarding social media understanding. (charts reprinted with Jennifer’s permission)

social media understanding 300x120 Clients Are Hot for Social Media Teachers
As shown above, nearly 80% of respondents felt it is extremely important for their PR agency to understand social media strategy. That should put to rest any “my clients don’t care about this” thinking.

Feed Their Head

Here’s where it gets really interesting. 63% of surveyed respondents believe they have something to learn about social media (which means that about 85% actually do).
social media business 300x135 Clients Are Hot for Social Media Teachers

And where could they learn about social media trends and best practices? From YOU, their PR counsel. Whether it’s a Webinar, newsletter, live seminar in your office (or theirs), or Cirque du Soleil-style psychedelic, acrobatic performance art, you should be training your clients on social media NOW.

3 reasons why:

1. If you don’t train them, one of their other agencies (advertising, digital, media) will, and that will position them as the social media experts.

2. If you conduct real training, devoid of sales pitch, many clients will naturally come to the conclusion that social media trial or program expansion is a great idea. Training helps the idea belong to the client – and everyone knows how important that is.

3. They want to do it. Just look at this chart:
social media training 300x134 Clients Are Hot for Social Media Teachers

82% of respondents said they would attend social media training conducted by their PR agency. If you can get 82% of your clients to agree to anything else, including the need to breathe air, you’re either extraordinarily persuasive, or have a customer base with unusual, lemming-like tendencies.

Don’t worry about charging for it, just make it happen. The training I’ve done in this regard for clients of Off Madison Ave has worked out great. I find it’s much better to do it in groups, instead of one client at a time. Clients like to meet each other, and if you can make some good social connections between your clients, you’re that much more valuable.

Note that Jennifer is conducting part II of this survey right now, assisted by Nicole Jordan. If you work in PR for a company, please participate.

(photo by Avolore)

  • http://www.ageofengage.com/ Denise Shiffman

    Very good post. I figured this out last year, and kicked off a customized for each client, onsite training program. There is a great need for this!

  • http://www.ageofengage.com Denise Shiffman

    Very good post. I figured this out last year, and kicked off a customized for each client, onsite training program. There is a great need for this!

  • http://www.newward.com/articles/ Melissa Ward

    I agree 100% – I’ve been doing trainings at local Chambers of Commerce and with other small business groups, the response has been spectacular!

    Melissa Ward’s last blog post..The NEW Facebook Fan Page

  • http://www.newward.com/articles/ Melissa Ward

    I agree 100% – I’ve been doing trainings at local Chambers of Commerce and with other small business groups, the response has been spectacular!

    Melissa Ward’s last blog post..The NEW Facebook Fan Page

  • http://www.imaginepub.com/marketingmatters Michelle O’Hagan

    This is spot-on. There are so many companies, large and small, that know they *should* be engaging in social media, but they have no idea how or where to begin. I sometimes forget how overwhelming it all seemed before I started blogging, Facebook-ing, tweeting, etc. Teaching social media basics is a great way to build relationships with clients in tough times, and it may even enable them to begin a program for which you can charge when times improve.

  • http://www.imaginepub.com/marketingmatters Michelle O’Hagan

    This is spot-on. There are so many companies, large and small, that know they *should* be engaging in social media, but they have no idea how or where to begin. I sometimes forget how overwhelming it all seemed before I started blogging, Facebook-ing, tweeting, etc. Teaching social media basics is a great way to build relationships with clients in tough times, and it may even enable them to begin a program for which you can charge when times improve.

  • http://twitter.com/snowboarder4249/status/1312146323 Ashley Herzberger

    RT @SocialMedia411 Clients Are Hot for Social Media Teachers – Feed Their Head (Jason Baer): http://bit.ly/AuM0p

  • http://twitter.com/acraka/status/1312238812 K Acra

    Feed ur clients! Food=knowledge! RT @SocialMedia411 Feed Their Head: http://bit.ly/AuM0p

  • http://twitter.com/jevanwoolley/status/1312296167 Jevan Woolley

    RT @SocialMedia411 Clients Are Hot for Social Media Teachers – Feed Their Head (Jason Baer): http://bit.ly/AuM0p

  • http://twitter.com/siegelagency/status/1312301292 irwin siegel agency

    @mediaphyter just read @SocialMedia411 Clients Are Hot for Social Media Teachers …http://bit.ly/AuM0p <–fantastic!

  • http://twitter.com/pmaloney/status/1312395579 PMaloney

    http://tinyurl.com/d98bsd I couldn’t agree more

  • http://twitter.com/lowe_sydney/status/1312851106 Lowe Sydney

    RT SocialMedia411 Clients Are Hot for Social Media Teachers – Feed Their Head (Jason Baer): http://bit.ly/AuM0p

  • http://twitter.com/dotcomcowgirl/status/1313244357 Haylie McCort

    RT @SocialMedia411: Clients Are Hot for Social Media Teachers – Feed Their Head (Jason Baer): http://bit.ly/AuM0p

  • http://twitter.com/erikg1/status/1313815836 Erik Goldhar

    Clients are Hot for Socail Media Teachers – great article – thanks Jason http://twurl.nl/a5th8x

  • http://twitter.com/lisamloeffler/status/1338192593 Lisa Loeffler

    Clients are hot for social media teachers by @jaybaer http://tinyurl.com/coeady

  • http://blog.clearcastdigitalmedia.com/ Matthew Chamberlin

    Hear, hear! I have been doing trainings and seminars and it’s been wonderful. As you point out, those of us who work in social media think that everyone knows what we know, but there is a TREMENDOUS knowledge gap out there. I love sharing what I know because I see social media as the future of all communications. The tools will change (Friendster, anyone?), but the methods are here to stay.

    Thanks for yet ANOTHER great post.

    Matthew Chamberlin’s last blog post..TV might not be dead…yet

  • http://blog.clearcastdigitalmedia.com/ Matthew Chamberlin

    Hear, hear! I have been doing trainings and seminars and it’s been wonderful. As you point out, those of us who work in social media think that everyone knows what we know, but there is a TREMENDOUS knowledge gap out there. I love sharing what I know because I see social media as the future of all communications. The tools will change (Friendster, anyone?), but the methods are here to stay.

    Thanks for yet ANOTHER great post.

    Matthew Chamberlin’s last blog post..TV might not be dead…yet

  • http://twitter.com/jbc95a/status/1432407101 Josh Copeland

    Reading @mediaphyter report “Is social PR for real?” http://bit.ly/xFi3N mentioned by @jaybaer blog http://bit.ly/FBCRw

  • http://www.absolutemg.com/ Absolute Marketing Group

    We couldn’t agree more. Last week we held a training seminar for MSUM business alumnus, and the response was exceptional. It seemed that the people who attended felt more comfortable being in a group, because they saw that they weren’t the only ones that didn’t know how to begin implementing social media marketing into their business. The seminar not only gave the alumnus valuable information, but also provided them with the opportunity to connect with other people who are in the same position as them so they can attack the social media marketing monster together.

    Great post, we hope that other agencies jump on board!

    -Absolute Marketing Group, Moorhead MN
    @absolutemg
    .-= Absolute Marketing Group´s last blog ..There is Facetube on MyTwitter =-.

  • http://www.absolutemg.com Absolute Marketing Group

    We couldn’t agree more. Last week we held a training seminar for MSUM business alumnus, and the response was exceptional. It seemed that the people who attended felt more comfortable being in a group, because they saw that they weren’t the only ones that didn’t know how to begin implementing social media marketing into their business. The seminar not only gave the alumnus valuable information, but also provided them with the opportunity to connect with other people who are in the same position as them so they can attack the social media marketing monster together.

    Great post, we hope that other agencies jump on board!

    -Absolute Marketing Group, Moorhead MN
    @absolutemg
    .-= Absolute Marketing Group´s last blog ..There is Facetube on MyTwitter =-.

  • http://DCincome.com/blog Gerald Cotley

    It would be a big help to study first social media marketing before getting involve in online business. Social media marketing is really a effective way to advertise and to promote your site. It is also a great way to drive massive traffic to your site.

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