What if I said that the history of social media started in the era of 'Flower Power' way back in 1969.
The truth is that email and bulletin board services (BBS) should be acknowledged as the foundation of the social media revolution of the 2000’s. Prior to that, we didn’t have the digital culture, aka mindset, of communicating and engaging with others using online services.
Social Media Marketing is a Mindset
In the book Marketing 2.0, launched in 2009, the Author, Bernie Borges wrote that the biggest obstacle to successful social media marketing by any business is the mindset shift needed to adopt the social culture. And, years later we still face the same issue. We’ve made progress, but it could be argued not that much. It doesn’t matter that we have more social media communication and engagement channels today than we did in 2005 or 2009.Social media channels like Google+, Pinterest, Instagram and Foursquare weren’t here or popular in 2009. But, so what? The social media sites your business uses don’t drive success. If your business doesn’t have the mindset to use social media as channels to connect, engage, share and build trust with your current and prospective future customers, you’re totally missing the point of social media. And, it doesn’t matter if you’re a B2C or B2B.
Social Media Becomes Social Business
Back in 2011, social media became 'social business'. Some may consider this a play on words. But, those enterprises who have truly embraced the social media mind-set understand what it means to be a social business. A social business understands that it is B2H (business to human). Others prefer the phrase H2H (human to human). Whichever phrase works for you, consider the first word in the phrase social business – “social.”Businesses that only use social media as broadcasting and advertising platforms are not social. Rather, these businesses are ignoring the “social” aspect and instead just using the “media” part to re-purpose yesterday’s marketing tactics across social media channels. A true social business understands at the executive level the importance of employee’s participation in engaging with customers, other employees, suppliers, partners, their local community and even competitors through digital channels.
A true social business understands the importance of authentic engagement with the community. A true social business understands how to deliver a relevant and pleasant experience that may have no sales call-to-action through digital channels. And, a true social business understands that employees have the potential to build a personal brand that can have a halo effect on the business.
Social Marketing is a Path to Social Business
Many believe that 2015 is the year of the social business but it will take a few more years for organizations to get the DNA of social business. Businesses should consider a bridge to social business through social marketing. Many businesses are simply not ready to become a social business. By embracing social media as communication and engagement channels, these businesses can begin to transition toward becoming a social business.One critical element to social marketing as a bridge to social business is to encourage employee participation through their social networking. Every business has the opportunity to leverage the social participation of its employees. It starts with an invitation. By inviting employees to share relevant content that is engaging to your target community, the business begins to build the mindset of a social business.
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