It’s late and I am about to go to bed, but I get this tweet “10 Things Social Media Can’t Do
”. I have to read it, with all that is being stirred up today in our industry on this topic you would think it is the second coming or something. I am not going to go through all 10. I don't even agree with all 10 only 8, 5 & 10 are suspect.
I do think we need to really pay attention to the first 4 however – here we go.
1. Substitute for marketing strategy. A Twitter campaign or a Facebook page that announces your weekly specials is not a marketing strategy. – Amen! Social Media is a part of your strategy. It will help you with the longtail, it will help you with SEO, it can help you engage your customers where they are, but it is not a strategy. Your Marketing strategy should connect to social media, not through social and certainly not revolve around it.
2. Succeed without top management buy-in. – Oh dear god yes, have we learned nothing from our 10 bout with CRM? Dealers you need to be involved. Take a lesson from Alan Mually, Scott Monty and @Ford its not a coincidence that is the only OEM not bailed out by government and profitable. If you're going to be in social media you have to be social!
Social media requires a way of thinking that includes willingness to listen to customers, make changes based on feedback and trust employees to talk to customers. – How do you do this if you're not listening or engaged Mr. Dealer?
The culture of fear (of job loss, of losing message control, of change) is ingrained in corporate cultures. Top management has to want to change.
3. Be viewed as a short-term project. – This is a forever project, wrap your head around that.
Social media is not a one-shot deal. It's a long-term commitment to openness, experimentation and change that requires time to bear fruit. – Trust is not bestowed it is earned that takes time. The sooner you get in the sooner it will pay off.
4. Produce meaningful, measurable results quickly. – Nothing worth doing is easy or quick
One of the complaints about social media is that it can't be measured. But there are many things that can be measured, including engagement, sentiment and whether increased traffic leads to sales. – Results can be measured but this is about the conversation and listening first then results.
Those results can't be produced or measured in the short term. Like PR, social media marketing often produces its best results in the second and third year – as I said it is a forever thing and will be how you connect with your customers over time.
So there you have my thoughts on these first 4, what say you?