Social Media Measurement, Social Media Strategy, Social Media Marketing, Social Media ROI

Why Social Media Helps the Rich Get Richer

social media strategy gold 300x158 Why Social Media Helps the Rich Get RicherDo 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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  • http://www.socialmedialand.net/ Katie Van Domelen

    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

    • http://www.convinceandconvert.com/ Jason Baer

      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;!

  • http://www.socialmedialand.net/ Katie Van Domelen

    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

  • http://www.socialmedialand.net Katie Van Domelen

    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

    • http://www.convinceandconvert.com Jason Baer

      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!

  • http://thelostjacket.com/ Stuart Foster

    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

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks Stuart. Always great to have you here. You’re 100% right. It’s about people, not logos.

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks Stuart. Always great to have you here. You’re 100% right. It’s about people, not logos.

  • http://thelostjacket.com Stuart Foster

    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

    • http://www.convinceandconvert.com Jason Baer

      Thanks Stuart. Always great to have you here. You’re 100% right. It’s about people, not logos.

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  • http://ariwriter.com/ Ari Herzog

    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

    • http://www.convinceandconvert.com/ Jason Baer

      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.

  • http://ariwriter.com/ Ari Herzog

    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

  • http://ariwriter.com Ari Herzog

    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

    • http://www.convinceandconvert.com Jason Baer

      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.

  • http://www.sonnygill.com/ Sonny Gill

    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

    • http://www.convinceandconvert.com/ Jason Baer

      Exactly. Using a tool doesn’t make you care about customers. It makes you care about tools.

  • http://www.sonnygill.com Sonny Gill

    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

    • http://www.convinceandconvert.com Jason Baer

      Exactly. Using a tool doesn’t make you care about customers. It makes you care about tools.

  • Elza Hayen

    RT @tweetmeme Convince and Convert Blog: Where Social Media and Email Collide » Why Social Media Helps the Rich Get … http://bit.ly/NjHjl

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    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?

  • http://thebrandbuilder.wordpress.com/ olivier blanchard

    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?

  • http://thebrandbuilder.wordpress.com olivier blanchard

    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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  • http://hip-shots.com/ James (@JHipkin)

    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

  • http://hip-shots.com/ James (@JHipkin)

    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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  • http://twitter.com/mackcollier/status/2029074396 Mack Collier

    @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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  • http://twitter.com/proworks/status/2030528587 ProWorks Corporation

    Convince and Convert Blog: “Why Social Media Helps the Rich Get Richer” – http://ow.ly/aRe4 – Interesting reading

  • http://twitter.com/andysowards/status/2032737435 Andy Sowards

    RT @thebrandbuilder Via @GlassHalfFullPR SocMed is NOT a tool u can buy off the shelf & plug n2 ur business http://bit.ly/Zs4Ed (@jaybaer)

  • http://twitter.com/hessiej/status/2032769098 Hessie Jones

    RT @thebrandbuilder Via @GlassHalfFullPR: Social Media is NOT a tool u just buy off the shelf & plug into your business. http://bit.ly/Zs4Ed

  • http://twitter.com/glasshalffullpr/status/2032771672 Jessica Griffin

    The last few tweet posts were via @jaybaer, everyone needs to follow him. His latest: http://bit.ly/cdl7g & http://bit.ly/Zs4Ed

  • http://twitter.com/russhatfield/status/2032985006 Russ Hatfield Jr.

    RT @GlassHalfFullPR: Social media as the NEW customer experience… http://bit.ly/Zs4Ed Now that’s a novel idea!

  • http://twitter.com/henriettehedlov/status/2033158717 Henriette Hedløv

    You want a business model? How about giving a shit? http://bit.ly/Zs4Ed

  • http://twitter.com/andrestaborga/status/2034313284 Andres Taborga

    RT @tweetmeme Convince and Convert Blog» Why Social Media Helps the Rich Get Richer … http://bit.ly/NjHjl

  • http://mizzinformation.blogspot.com/ Maggie McGary

    I agree with olivier blanchard’s comment–you totally nailed it!

  • http://mizzinformation.blogspot.com/ Maggie McGary

    I agree with olivier blanchard’s comment–you totally nailed it!

  • http://mizzinformation.blogspot.com Maggie McGary

    I agree with olivier blanchard’s comment–you totally nailed it!

  • http://twitter.com/jeffhurt/status/2068537691 Jeff Hurt

    Social Media World Is Becoming Customer Experience World by @jaybaer http://ow.ly/cDXA

  • http://twitter.com/jeffhurt/status/2068537691 Jeff Hurt

    Social Media World Is Becoming Customer Experience World by @jaybaer http://ow.ly/cDXA

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