I have to admit I get excited when I talk to people about social media and using it in business. When I say social media, most people seem to roll their eyes as if to say, whats the point, or suggest the only value in social media is to have an online gossip or waste time.
I reckon that is a big underestimation of the usefulness of social media, particularly in business. A quick look at some of the numbers in Australia, suggest that of the people who have internet access, 60% have a Facebook account. The average use of Facebook is about 4 times a day and most people use it every day. Other social media tools like Twitter, Linkedin, YouTube and Trip Advisor all have significant use by Australians in all walks of life.
The simple fact is, we are an age where people expect to access information and a connection with trusted sources of that information immediately. If it is sharing family pictures or searching for information on the weather or a place to eat, people are turning to social media to get that information.
This is the opportunity to tap into that demand. Smart businesses see social media as a way of connecting with their customers and potential customers in a way that has never really been an option in the past. It is pretty obvious that people want to connect with businesses and products. They like to see images and stories of business and products they support doing well in the marketplace.
The best social media strategies encourage clients and other people to engage with a business. That engagement needs to lead to a recognition of the business as a 'go to' for information and ideas.
Well, thats what I am trying to achieve with RaynerAg and I have been teaching businesses how to do this in their own social media programs.
What does surprise me is how little though people give to the things they post and share on social media. I've seen all sorts of things from tweets that contain swear words, to nasty comments, negative observations or criticism of businesses or government policy. It seems some people confuse their ability to share their thoughts with the the impact their thoughts might have on their businesses recognition as a 'go to' source of information and ideas.
I reckon it is very unlikely that people are going to go looking for advice or to support a product when they see a series of negative posts or comments.
Many people think it is just common sense that you don't post negative material or comments. Yet every day I see them on Twitter, Facebook or on other sites. So I reckon there is a gap between common sense and what really happens!
Ideally when I am teaching businesses how to use social media as part of their brand awareness, I want them to see the excitement that comes from sharing ideas and information across a much broader range of people than they could access from traditional advertising. I really hope they become businesses that develop a reputation for information that is trusted and useful. More importantly I want to help businesses or individuals avoid posting something that makes me ask "Did you just tweet that?"