Why Should Companies Invest in Social Media?

I had a great meeting today with a 30-year marketing veteran, discussing the need for companies to be present on social media (SM).

Generalizing here I know, but I think the majority of corporations fall into two categories when it comes to engaging on social media.

1. They scoff at the thought of doing business where, they think, only 13 year old girls gather to look at photos from their recent sleepover.

2. Or they dump everything onto social media and expect a surge in sales within 2 months, and if the don’t get it, they give up.

Balance, people. Balance.

Yes. I agree with #2. If it’s not a project that will drive the bottom-line (or create unity within the organization) then don’t invest.

Which sets up my question nicely:  WHY should corporations invest in social media?

Relationships.

Customers. Colleagues. Leads. The community. All relationships that are worth your time. If you’re not a company that wants to invest in relationships, then in my opinion, social media is not a good avenue for you to get involved in.

So, let’s talk about these relationships for a bit. How can social media actually effect the relationships you have with your customers?

First, read my original post where I gave 5 missed opportunities to provide a “raving fan” experience from a large corporation.

Now that we are on the same page. Here’s an update:

I almost fell out of my chair when I saw this tweet come through. Jaded? Maybe. I’m sure that Sprint does have numerous stories where they built strong relationships through customer service and social media.

But for me, I’m left with ideas swirling of a better SM strategy, an improved SM customer experience, and not to mention a jacked HTC Hero.

Coming to my point I promise . . .

I did respond to that tweet, took the “high road,” and congratulated them but also asked if they could help get my phone fixed.  I got several responses to 1. send them an e-mail with my information 2. go into a tech. store and 3. my personal favorite:

A little Sprint sarcasm? Perhaps.

“Adam, what’s the point to all this? ” you ask.

Here it is:  If you can’t integrate social media into your entire business process, then don’t even begin.

Why? Because Social Media is not just sleep-over photos, or checking-in a Starbucks, it’s relationship building. And should be thought of when looking at an overall “customer experience.”

Social media needs to fit in with your entire business process. The “traditional” customer service reps, in-person interaction, tech support and SM teams should all be on the same page. Talking together about the customer’s needs.

In my next post I will give a few examples of how to integrate your SM team in your business process to provide a better “customer experience.”

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