Although social media is 20 years old now, and 99% of companies are active social media users, barely 12% of businesses maximize this medium’s full potential – mostly due to lacking understanding of its incredible benefits as well as essential skills to effectively navigate on different social platforms. This results in widening the gap between what customers expect to get through social media and what brands have to offer. Moreover, the overwhelming majority of companies still embodied the traditional model of one-way, push communication, with marketing department having exclusive control over all social media activities.
This approach is obsolete! Since the buying process has become highly collaborative (more than two-thirds of purchasing decisions are social network data-driven), engaging with a social customer is the only viable business strategy. If you want your organisation to survive and grow, you need to realise that social media requires not only marketing department participation, but every single employee from across your organisation. Everybody needs to actively participate in sharing your brand messages and stories with their personal networks! This is what clients are looking and demanding for!
People are emotional beings, craving for connecting and bonding with others.
If this is our biological need, not just a new marketing trend, then you need to get serious about social media and integrate it into the whole organisation. Only in this way will you be able to develop deep connection with customers and prospects, improve their satisfaction & loyalty, and strengthen brand reputation. This, plus increased productivity & employee engagement, will ultimately increase your profit. Remember: social media is a versatile business tool of today and tomorrow, which importance in business will only accelerate year by year.