I was amused by an email I received out of the blue this week and thought you might find it helpful to learn why. The salient part read:
“At [ABC] we understand that social media is becoming more important in running a business than ever before. My name is [XYZ] and I’m reaching out to select bloggers (like you!) to gather your stories about how you connect with customers through social media. Do you answer their questions promptly? Share their feedback? Start a conversation?”
I was amused as I think the questions betray a lack of understanding about social media. Another possibility is that the questions are intended for someone with a very different profile and business to me – and my clients.
You see, I rarely “connect with customers through social media.” I connect with prospective customers and prospective clients. However I only rarely get questions from them via social media. Most such queries also come by email and email is again the communication method of choice for most of my clients too.
If someone sends me a question via twitter or Linkedin I always try to reply promptly. And yes, I love to share positive feedback – though I only tend to do this via twitter and on my website.
As I have long pointed out, Social Media is NOT important to ALL businesses. And far too many people misunderstand the medium. I have heard a number of people telling me recently that they don’t know how to do it themselves so they have engaged some young person to do it for them. This is largely pointless. Few of us can effectively outsource all of our social media activity. The key piece we invariably have to do ourselves is the connecting with people (whether we already know them or would like to know them).
The clue is in the word ‘social’. You cannot avoid going to parties by sending someone in your place and expecting them to engage with any ideal clients they meet there on your behalf. Either you go yourself or you have to find other ways to connect with these people.
You can use social media to connect with existing clients IF THEY ARE PRESENT AND ENGAGED on the social media sites in question. This is why, for example, I am not active on instagram or pinterest. They may both be very popular social media sites but it wouldn’t be a good use of my time. I just cannot imagine that I would encounter enough prospective clients or customers to warrant the time and effort. Do you know on which social media sites you could find the people you want to engage and contact? Start with one (and if you’re unsure I recommend Linkedin) rather than trying to learn about all of them at once. It will just be a waste of time and money.
Social Media is a great way to short-circuit the face to face networking process. You can use it to connect with prospective clients, influencers and introducers. Having connected you still need to speak or meet to determine whether a business relationship is going to develop.