Posts Tagged ‘consumer’
Social media didn’t invent conversations, it provided us with tools to surface and organize them. Conversations about brands predates the mediums used to connect messages and aspirations with consumers.
The motivation for brands to engage in social networks varies based on the culture and agility of each company, but what is constant is the aspiration to connect with customers and prospects to earn awareness, attention and connections. On the other hand, B2B and B2C consumers have also expressed desire to connect with those brands whose intent is genuine and beneficial to the each engagement and the overall relationship. The time has come to not only engage, but do so in a way that’s mutually beneficial to individuals, brands, and the ecosystem at large.
One of the most sought after answers in Social Media is whether or not engagement in social networks such as Twitter or Facebook directly correlates to customer acquisition, retention, and advocacy. Before we can earn customers however, we have to recognize that at any given time, there are also prospects. And, prospects require information and confidence in order to make decisions, in your favor of course. The answer to our question lies in social engagement.
I spend a great deal of time working within the B2B sector, among other things, and social media is a growing and or pervasive program within a comprehensive, integrated communications and service strategy. In almost every scenario I’ve encountered, executives, marcom and service executives, and brand managers have generally assumed that social and interactive activities and programming were ideally best suited for consumer applications. However, as we recently explored, in Social Media, it’s not just business, it’s business-to-business.
Source: Shutterstock (edited)
As some social media experts are now starting to realize, businesses need a little bit more than relationships to justify their spend in conversational marketing. Relationships are difficult to forge and even more burdensome to measure. And while participation and engagement are part of a more effective interactive business communications program now, we can not neglect our responsibilities to the bottom line as well as our dedication to existing customers and prospects.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.
Brian has authored several best-selling books including
What’s the Future of Business (WTF),
The End of Business as Usual.
His blog, BrianSolis.com, is ranked as a leading resource for insights into the future of business, new technology and marketing.