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@SocialGamePlan I think it really depends on your product or service and your overall strategy. Not every company or organization goes into social media marketing to generate leads and sales. Perhaps it's leads and sponsors or it is in fact thought leadership in a topic relevant to your product that in turn provides a conversion of some sort.
I work in the real estate industry as the Digital Media Marketing Director in the corporate office of a large real estate company. We have independent agents who actually convert to the sale while we support their efforts through accounting services, marketing, IT, etc. Our social media strategy isn't based on convert to the sale in so much as it is positive brand awareness, sharing of our company culture, being a leader in our community (the "go-to" for community info, market data, etc.), etc. Our corporate structure isn't set up to be about converting to the sale. HOWEVER, because of what we are doing overall on a corporate level, our agents are converting.
All this to say, sometimes it's not about "telling your boss you're creating buzz". Rather, it's about proving to your execs that the goals you have set are being measured and met based on your strategy, one that was agreed upon by all necessary parties, starting with executive leadership and management. If you can prove that and it's necessary to build your team, then it's also about explaining what the advantages are to adding those team members based on your overall goals, and also redefining them if necessary.
That's my two cents. Thanks, @JayBaer for the insight. Good stuff as usual!
2 years, 12 months ago on How to Fight For More Social Media Resources In Your Company
@JayBaer @kmskala I try to be the exception. :) But, seriously, every single time I visit a business or use a product or service and they're GOOD, I want to acknowledge them and I LOVE doing that through tagging. If I can give a plug for outstanding product, customer service, what have you, I'm going to do that. So, yes, I may "like" 600+ brands on Facebook but you know that if I use your product or service and you treat me well, I'm going to not only talk about it, but reference you and tagging makes it easy to do just that. It's brilliant, if you ask me!
3 years ago on New Research: Americans Hate Social Media Promotions
@kmskala Actually, I follow upwards of 600+ brands on Facebook alone and for me it's not about the promotion from THEM in so much as it's ME being able to promote them myself. Every time I tag a company in my status update, image I upload, or recommend them (through that feature), I am the one that directs the promotion versus the opposite. While I do love a good coupon or sale or something, here's what I'd rather see...and maybe it's the old-fashioned way but...I'd rather see a handwritten note (or an email, sure) directed toward me thanking them for promoting their business and because they really want to thank me, they are sending me a coupon for 10% off my next haircut or a free appetizer with my next meal or 15% off my home inspection (if I were to be in the process of purchasing a home, obviously). I'd rather see a real thank you then a static run of the mill promotion. Even then, I don't look for it every time either. If I'm a loyal customer or I've promoted them often, all I ask is to be acknowledged for helping them out.
Interesting data but even more interesting of a conversation taking place here. I have to go back to one of my favorite books I've ever read about the topic of social media and marketing, Seth Godin's "Tribes". While ROI and conversions have been the topic of discussion the last couple of years, I also go back to engagement because really that's all it boils down to, doesn't it? In order to build your tribe of advocates, you must engage them by providing something that is of value to them - information, expertise, and yes, even the occasional coupon/discount.
I have long since subscribed to the philosophy of take care of the people and the rest will follow with "the rest" being conversions, sales, combinations thereof. Not every company or organization using social media goes for the sales lead or the sales conversion; sometimes it's just being the go-to for topic X because your company or organization is the expert in topic X and thus, that provides value, which as a result, leads to your tribe of advocates.
All this to say, that the data in this study just validates what the people want on social media - to be valued, to be listened to, to be communicated with and not pushed to. Take care of the people and the rest will follow.
Thanks for sharing, Jay. Maybe I'm off the mark but it's not always about sales. Sometimes, it's just about how you (a company, a org) can help your audience. The sales will follow.