Social Media…it’s not about you anymore

It’s all about me…

Something I’ve discovered when I use social media for my own research on businesses or products I’m interested in is that I want to shop with a company who is personable.  Motorcyclists and power sports enthusiasts are not different than myself or anyone else out there.  Most of us have seen the viral company twitter responses to customers posts that show not only the humorous side of the company, but also the human side.  Sainsbury’s had a little fun with a customer who posted this tweet (click the tweet to see their entire exchange):

The employee responds to the customer’s satire with his own, he continues the exchange ensuring he signs his name each time he posts.  This gives a few good impressions for someone who comes across the exchange:

  1. The employee, David, has taken a personal interest in the exchange by signing his name after each of his tweets.
  2. The company is not so focused on profits that they can’t enjoy a casual exchange with customers for the sake of entertainment.
  3. I really need to see where this company is so I can check them out for myself, they look fun.

So the last reason is more of a personal reason for me instead of a textbook reason, but I’m a human, I like human interaction, and the Twitter exchange had the desired effect.  I wanna shop at this company.

Here’s the new reality for social media….

Social media has transformed the marketing industry which means its transformed the way we market our motorcycle and power sports businesses.  Customers want that great experience and interaction that they can only get with a “human” company.

What is Social Media marketing?

Social media marketing is just that, it’s marketing via a media (the internet) that is social in nature.  Let’s focus on the social side of things though, I’ve talked about it once, I’ll talk about it a lot.  Customer’s want experience, interaction, and information.  When you look to post on social media, think about how you would feel as a consumer seeing the post.  Is it something that you would be interested in seeing?   Does it make you feel like the company is approachable?  Are you just trying to sell a product, or are you genuinely interested in your customer’s wants and needs?  These are some of the questions we as power sports marketers need to ask ourselves.

companytwitter1_0

So it’s not about me, my product, or business?

Social media marketing has never been about the business or product as it has been about the social interaction for the consumer.  If you’re on Twitter, share some blogs, post tweets that encourage customers to tweet with you, engage in conversations on other tweets.  The same can be applied to Facebook and Instagram as well, provide content that is valuable to the consumer, whether it’s sharing your company’s newest blog post, a photo, product reviews, or simply engaging with your followers.  Put your focus on the social part of social media and the marketing with easily follow.

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4 thoughts on “Social Media…it’s not about you anymore

  1. Jennifer,
    I enjoyed reading your second blog post; Social Media… it’s not about you anymore. I found your topic interesting and well written. You speak to several topics that we are working through in this course. I appreciated your quirky approach to a topic that is very encompassing in today’s marketplace. One point in particular reminded me of this week’s discussion on Social Marketing and Traditional Marketing. We learned through the webinar recording; Rise of Social Commerce that there are four outlined stages of logical social media engagement. In your final paragraph you say, “Social media marketing has never been about the business or products as it has been about the social interaction for the consumer”, this reminded me of the second stage: Enlightened Engagement where companies create interconnections of e-commerce and social platforms- both owned and in the wider web – to influencers, improve decision-making, and instill the voice of the customer for the enterprise. Great way to tie it all together!

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  2. Jennifer – such a true statement: It’s not about you. As Li and Bernoff (2011) mention in their book, companies are already talking to their customers in two expensive ways: advertising and public relation. These methods, however, are more like shouting at the customer (Li & Bernoff, 2011, p. 101). Advertising is getting the message to the masses through repetition, but social media is more about the individual (Li & Bernoff, 2011, p. 101). If you want your customers to engage with you, you need to be genuine and engaging yourself. You need to offer them value and connect with them on a personal level.

    I love that you shared those tweets where the company took the time join in the humorous conversation. The most successful companies on social media use a combination of offering valuable content, exclusive deals (insider offers), and personality/humor (Kolowich, 2016). In the end SM marketers need to remember that people like what they like and the reason they like it may change and that’s okay.

    References
    Kolowich, L. (2016). Funny Tweets & Social Media Examples From 17 Real Brands. Blog.hubspot.com. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/33488/14-Funny-Brands-You-Can-t-Help-But-Follow-in-Social-Media.aspx#sm.000146pm9danweifqzh16mjr2aayd

    Li, C. & Bernoff, J. (2011). Groundswell. Boston, Mass.: Harvard Business Review Press.

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  3. Well-written post. I like how you really described in great detail how social media has evolved and how it truly is not about “me,” or the product, or the business, but the emphasis is on the social aspect. I am still surprised when I see certain companies with social media account like hospitals, or law enforcement, for example. I do somewhat believe that participating in social media could take away the professionalism that should be surrounding specific companies, such as the FBI, but at the same time, “everybody’s doing it.” Though I use the FBI as my example, the fact of the matter is that by the organization participating in social media, it actually is allowing for information to be shared much more quickly as well as it can result in providing better safety tactics. There was a time where it seemed that professionalism was very black and white, but now it is about popularity and nobody seems to be hyper focused on grammatical issues or slang being used by those on social media. It is very neat that the world has evolved into a social media operation, but it is always going to be important for society to stay on top of it and its safety precautions.

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  4. Jennifer-

    “So it’s not about me, my product, or business?

    Social media marketing has never been about the business or product as it has been about the social interaction for the consumer. If you’re on Twitter, share some blogs, post tweets that encourage customers to tweet with you, engage in conversations on other tweets. The same can be applied to Facebook and Instagram as well, provide content that is valuable to the consumer, whether it’s sharing your company’s newest blog post, a photo, product reviews, or simply engaging with your followers. Put your focus”

    I love this! This is so, so important. Honestly, I don’t even see this question very often. I think this is the hardest transitions for companies who go from traditional marketing methods to social media. With traditional, it’s all about the company and their marketing technique. They have a message with no discussion. It’s launched and that’s where it ends. With social media, there is no end. It’s a community– a digital one at that. Jennifer really well done. I loved your post and it put a lot of things that include social media into perspective for me. I think we live in a selfish society who seek instant gratification except your post reminds us that it isn’t singular. It’s about everyone.

    Thank you! Great post!

    Like

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