Tag Archives: Effective

Adjusting Social Media Inputs To Realize Desired Output

There are several things to be said about effective social media marketing. One of them is that social media is not static. If you’re being effective with a social media program it is often because you are doing many things right, not the least of which is continually making adjustments.

Adjusting Social Media inputs to improve output resultsThe famous quote from Albert Einstein says it best – “Insanity: doing the same thing over and over again and expecting different results.” There’s not many other places that this phrase holds more true, than with social media marketing.

If you are not getting real results with your social media marketing, there is only one reason. What you are doing in one or many areas isn’t correct. Lack of results in this space isn’t because social media doesn’t work, it’s simply due to missing activity, improper strategy or most importantly improper activity that is preventing your desired results.

You need to ask yourself a simple, but extremely important question and answer it honestly. Not only do you need to do this, but you also need to be prepared for the answer you uncover.

Are you getting the results you expected from your social media marketing efforts?

If you are able to be honest with this question and accept the real answer, then you need to weigh the options.

Answer = No

If you have answered this all important question honestly as a resounding NO, then you need to make some adjustments to what you are doing. But you can’t make adjustments for adjustments sake. You need to know what you don’t know and that requires information.

There are not too many other marketing disciplines that have a bigger learning curve than social media. There are so many best practices, tools, mistakes and resources required, most professionals take years to get up to speed. What’s more? Things in social media change on a daily basis, making the learning curve even more challenging.

Ask yourself these questions:

1) Do you know what you don’t know about social media marketing?

2) Do you have the time and ability to learn what you don’t know and execute it well enough to get results?

3) Are you spending more time learning about social media, then you are executing it effectively?

4) What 4 things are you currently doing in your social media program that are alienating your audience and results?

5) Do you have a detailed strategy and is it the correct strategy?

Hard questions aren’t they? Doing social media marketing is easy, getting real results is not. You may need to make some adjustments. What are your options?

Learn – There are many books, consultants and courses out there that teach social media marketing. I suggest doing a lot of research because many are from people who have never really achieved social media success, other than promoting their celebrity, books or training.

Invest – One option is to hire a social media professional or agency to handle it for you. Find one that has the experience and expertise to execute your social media management well. Tip – If someone tells you they can do that for $500/mo or less, run. It takes far more than that to make social effective.

Refocus – Another option is to seriously consider whether your brand, product or niche can be effective using social media and/or whether you can afford to invest the time and money required to make it a success. I personally believe almost every single market can be effective with social, but that only depends on having the proper knowledge, experience and resources.

Answer = Yes

If you answered YES to getting the results you expected, you’re not even close to finished. Fine tuning and refining what you’re doing will uncover new opportunities to increase your current results. At this stage of your social media efforts, discovering which components of your strategy and tactics are the ones that are contributing most to your results need to be accurately identified and leveraged.

Ask yourself these questions:

1) Do you know the tactics, strategies, topics and content that is getting the best results?

2) Do you know which of these are not getting the best results?

3) What activities need to be adjusted upward to increase the results you are getting and how much of an increase of these activities is scalable?

4) Does removing less effective activities impact your overall results positively?

5) What missing components could be added to what is working well to increase your net results.

Now let me be very clear. When I say results, I am referring to REAL results. Things like traffic, leads, walk-ins, sales and revenue. I am not referring to soft results like engagement, likes, followers or branding. While these are also important metrics to track, they are not the measurement of whether your social media is actually getting results or not.

There are millions of marketers, brands and people spending an exorbitant amount of time attempting to execute social media marketing. At the end of the day, just like any other sales or marketing efforts, there needs to be a return that can be measured against the input of time, resources and money. Failure to understand this will doom your social media marketing to activity, low optimal output and little meaningful results.

 

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Why You Should Stop Curating From Top Content Sites

stop sharing curated content from top content sitesLet start off with a question:

Why would you share the most popular content from high traffic content sites that most people are already reading and sharing?

Recently we found a new study released by eMarketer that details the curation sharing from top content sites across the social graph. In one example, Nearly all Upworthy articles go on Facebook. Did you read that? Nearly ALL.

Articles Shared on Social Networks by Publisher Here are some of the numbers:

Nearly 100% of Upworthy articles were shared on Facebook

Nearly one in 10 BuzzFeed articles were shared on Pinterest

With Facebook being the largest social network, it is pretty clear as to why the numbers are skewed heavily in their favor. However, the point is that content from the top sites is being heavily read AND shared by social media users. The top sites garner the largest amount of subscribers, traffic and readers.

It is really important to understand the purpose for content curation and the intended effect you should want it to have with your social media audience. It is also imperative that your social media strategy is inline with that desired intent and can be coupled with an efficient set of tools within your social media management.

Why Should You Share Content From Lesser Known Sites and Authors?

The Purpose Of Content Curation - There are several reasons you should be properly deploying unique content curation into your social media strategy. A few of them are:

1) Providing selfless value in your streams – Relevant content that your audience will find interesting.

2) Sparking conversation – If your content is always interesting to your audience and is “off the beaten path” from what everyone else is reading and sharing, it will spark conversation. This can come in many forms, but one way a conversation opportunity arises is through a RT or share of unique content you have curated. Use these opportunities to thank and open a discussion and remember that conversations build relationships.

3) Thought leadership – If you always have unique content in your streams that your peers do not, you will build more thought leadership, faster.

The Intended Effect From Content Curation - Unique content curation drives action.

1) Clicks/Views – When the content you share is unique, you will get more clicks and views of what you post. Again, this leads to more repeat and new conversations with your audience.

2) Shares - When the content you curate is unique, more people will Retweet and share your posts. Additional opportunities to engage in conversations and build relationships.

3) Discovery – When you curate unique content that result in more of 1 and 2 above, you will see a rise in the number of people who wish to discover more about you. This will translate into looking at your bio, learning about what you do and clicking to your site, landing pages and content.

Social media has a considerable amount of “noise”. If you are going to be successful using content curation, then you need to be able to cut through the noise effectively. If you are curating the same content everyone else is, from sources that everyone is already reading and sharing themselves, you end up amplifying the noise, not cutting through it.

We all want to be unique in life. We all want to display our individualism and be set apart from the crowd. In our real life circumstances this has been ingrained in many of us from a young age. Unfortunately, too many in social media do the exact opposite and are unwilling or thus far unable to spend the time to ensure they are different in this medium.

To make matters worse, tools like Hootsuite, Buffer, Klout and many others are now “suggesting” content for you to share. The problem is that they are suggesting POPULAR content based on what everyone else is already reading and sharing, adding more noise to your stream. To be effective with content curation, you need to be both efficient and strategic. These platforms are furthering the problem, not improving the net results.

To be clear, I am not saying to NEVER curate content from the top content sites. I’m saying that these sources receive a ton of traffic and social sharing of their content already, therefore making it less effective for your strategy. Be unique.

Curating UNIQUE content is an important way to add value, cut through the noise and be unique. So what should YOUR answer to our opening question be? “I wouldn’t want to frequently share content from popular sites my target audience is already reading and sharing.

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Filed under Audience, Content, Curation, Engagement, Klout, Marketing, Relationship, Results, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Tools

The Social Media Connection Cycle Explained [Infographic]

After many years in the industry, first as a social media agency, and now as a social media marketing software application, we have observed many cycles. As with most industries, there are cycles and flows that appear over time and social media is no different. Though not all social media accounts, brands or industry niches will experience the identical cycles, we have determined that those that really understand social media and are executing it well, will quickly recognize the flow I am about to explain. This concept is something that we have observed, modeled and used for many years, and still do today.

The cycle of engagement with your social media connectionsWithin your community there are ebbs and flows or “cycles” that occur. Though most social media managers are not consciously aware of this cycle, it is occurring nonetheless. So it is very important to understand the cycle, the components included within it and how it should affect your overall focus and subsequent results.

The Social Media Connection Cycle is a natural process that occurs within most social media communities. By community, we are specifically referring to the friends, followers and likes that are connected to you and/or your brand within the various social networks. All of these combined connections can be referred to as your community.

What Is The Social Media Connection Cycle?

The social media connection cycle is the flow of community connections in and out of the relationship sweet spot. This natural cycle is very similar to a businesses prospect, current and past customer flow and can even be seen in one’s individual relationships. Made up of the 5 components of your community, the connection cycle concept will help you visualize the sweet spot within your social following where the magic happens and the activities you can do to continue and grow that sweet stop.

Your Community – As stated above, your social community is “the combined connections you or your brand have within the social graph.” It is the envelope that contains the additional components and other elements of the cycle. The main “bucket” if you will.

Inside of this bucket are the 4 segments of the connection cycle including Relationships, New and Older Connections as well as Highly Targeted Connections. We will define these separate components and discuss their specific role within the cycle, then we will wrap up with the big picture.

First, the above Infographic shows that a “typical” social community is made up of 50% of Older Connections, 30% from Newer Connections and 20% from Highly Targeted Connections. Though the percentages from each of these segments may not be exactly the same for every company, marketer or niche, we have observed this to be a fairly typical scenario that makes up your overall community.

Active Relationships – At the center of the connection cycle are your real, active relationships. These are the connections that you know and engage with regularly.

The active relationship group within the cycle is comprised of portions of your connections that come from Older Connections, Newer Connections and Targeted Connections. Typically the percentages of these groups that migrate into your relationship bucket are as follows:

New Connections – 20% of these flow into active engaging relationships

Older Connections – 20% of these flow into active engaging relationships

Highly Targeted – 60% of these flow into active engaging relationships

It is really important to understand that Active Relationships are often not a substantially growing number or percentage of your overall community. What typically happens is that connections flow into and out of the active relationship cycle from the various connection types, while the overall number or percentage remains fairly constant. This is especially true when your community size is fairly static and not growing at a daily conscious pace. In fact if your social community is static or decreasing, it will often have a direct impact on the quantity and percentage of your active relationships within your social media efforts.

Older Connections – The ebb and flows of your connection types within the connection cycle are often least impacted by older connections, however by no means does that make them any less important. Think of your older connections as fluid relationship connections that periodically move in and out of the active relationship bucket over time. I often think of them as those friends that you get together with a few times a year, and it seems like you start right where you left off last.

The interesting thing we have discovered about older connections is that though only around 20% are inside the active relationship bucket at any given time, they represent about 50% of our new upgraded users in Bundle Post. The important point here is the confirmation that social media is a marathon, not a sprint. Long-term connections, even if they are not inside the active relationship bucket TODAY, do pay off in social media.

New Connections – New connections are made up of new followers, likes and friends that have “recently” connected with you on social media. Often times you can’t immediately establish whether they are a highly targeted connection, nor can they be considered an older connection, however they do represent one of the most important connection types within a healthy social community.

When your social media marketing consciously executes an effective strategy to grow your community, it has a powerful impact on your active relationships. Though new connections typically only make up 20% of your active relationship segment it is one of the factors you actually have control over. When you’re actively and continually focused on growing your overall community with new connections your audience grows, the number of engagement opportunities increase and it directly impacts your active conversations and relationships.

Highly Targeted Connections – The final segment of the connection cycle is made up of Highly Targeted Connections. I say “IS”, but I think the word SHOULD is probably more appropriate. If you are not consciously focusing on the connections within your community that are your highly targeted customers, prospects and influencers, you are dramatically and negatively impacting your social connection cycle. More importantly, your are likely not achieving the kind of results your social media marketing should be realizing.

The Wrap Up

The concept of the social media connection cycle is intended to help you visualize the dynamic flows within your social community. They are active, not static cycles that flow in and out of the central relationship zone, which is the “sweet spot” and where you should be spending your time, focus and energy.

Everything we discussed within this post is predicated on a few things. We are assuming you have a proper social media strategy in place and that you are executing it well. We also assume that you understand the quantity AND quality concepts related to consistent content in your streams every day, all day. And finally, we expect that you have set communication, conversation and rapid response as priorities for your daily social activity. If these assumptions are accurate, then visualizing the social media connection cycle throughout your daily social media management will bring new focus, understanding and opportunities to achieve improved results. Of not, then you are likely experiencing another kind of cycle that has nothing to do with real results…

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4 “Not So Obvious” Reasons Good Content Curation Is Important

We all know, or at least you should, that having enough relevant, selfless, valuable content in your streams is highly important. Curating great content from sources outside of your own, in large enough quantities on a daily basis is the center of any effective Reasons Good Content Curation Is Importantsocial media marketing strategy. That selfless value provided to your audience is what tends to spark conversations, establish thought leadership on various topics and earns you the right to “pitch” your stuff.

Beyond the more clear reasons that curated content is effective and used by so many in social media, there are a few not so obvious reasons that you need to be aware of. Understanding these additional objectives when curating enough content in your streams will help you expand what you are doing and the results you can achieve.

But first, what do we mean by “good” content curation?

1) Enough volume in your streams every day, all day. For example, if you don’t have 20 posts a day on Twitter, you’re not being seen much. People aren’t logged in all day watching their newsfeeds, so you have to ensure no matter when they login on any network, one of your curated posts fly by. More about posting quantity

2) Relevant – The content you curate into your streams should be focused on the 3-5 topics that drive your audience when they’re on social media. What are THEY interested in? What drives them to click, comment and like? It’s not about you and what you do, it’s about them and their interests.

3) Unique – The curated content you post in your streams will get the best results if it’s “off the beaten path”. In other words, don’t share the same popular content and sources as everyone else. Be sure the content you curate in your streams is unique and not something your audience has likely already seen, read and shared themselves. You may also want to check competitors streams to ensure your topical curated content is unique from the sources, sites and authors that you are sharing.

So let’s get a little deeper and discuss other human responses that normally occur when your content curation is really good.

4 Not So Obvious Reasons Good Content Curation is Important

Timeline Checks – New connections that you friend or follow often first check your timeline before accepting your request or following back. When your social streams are consistently full of interesting, relevant content, no matter when a prospective connection happens to check your timeline, they will see value and accept/follow back at a MUCH higher percentage than if you don’t have good, consistent content curation in effect.

Attraction – A huge advantage to the proper execution of a great content strategy is attraction. Nailing your topical curation strategy and executing it every day, all day will result in more of your target audience finding YOU. As your consistency and strategy align, you will grow an extremely targeted community at a much faster pace.

Under The Hood – Really good content curation will spark conversations with your audience. If it doesn’t, your strategy or topics are off and you need to make adjustments to your topics, sources and volumes.

You want your audience to learn that no matter when they look, your streams will always have something valuable for them. When you’ve got it right, conversations will result. As your conversations increase, you build relationships and get your connections to want to know more about you. Most do so by clicking to view your bio on that specific social network.

Click – If you’re properly curating, attracting and engaging with the right audience AND your bio is well thought out, it can also drive your connections to click-through to your site from your bio.

Do you see the natural relationship flow that content curation done well can facilitate in your social media marketing?

Do you understand the nuances that proper social media management can achieve?

What changes do you need to make in your social media execution to leverage human behavior to improve your results?

These not so obvious advantages to exceptional, consistent and valuable content curation represent the culmination of what is called social selling. Understand the underlying human activity the typical social network user completes as a normal course of what we discuss in this post, then take the time and effort to ensure your targeting, strategy, quantity and consistency are inline to realize the additional benefits consciously.

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4 Significant Advantages You Have Over Big Brand Social Media

Social Media AdvantagesSocial media marketing often gets media attention and viral activity when big brands create a big budget video designed to attract attention and be shared. Consumers often connect with humor or emotion contained within such videos, share them and the next thing you see is the media and news sites writing about how awesome or effective the campaign was and what you need to learn from the situation for your brand. Sound familiar?

Big brands are also singled out when they commit an epic fail within social media marketing. Writers and the media love to jump on the bandwagon for these situations and turn another company’s misfortune into traffic, viewers and subscribers.

In both cases, there are often few connections between these fortune 500 companies and your business or personal brand. Nothing they do within social media can seriously be translated over to what YOU should be doing. In fact, it is my belief that most major brands are largely clueless about social media marketing, engagement, relationships, selfless value and their audience. And you know what? They don’t have to.

Large brands have spent millions and probably more like billions on branding, major media advertising and exposure over the last 15 years prior to the heydays of social media. Their purpose and focus for being in the social graph is more liken to being forced into it or solely to further their other advertising efforts, rather than a corporate culture shift that compels them.

Let’s be very clear here. I am not speaking about EVERY major brand out there, but certainly MOST. Don’t believe me? Just mention your favorite major brand on Twitter, or comment on a post on their Facebook fanpage and prepare for the ignored silence you will receive. For most it is about branding and additional impressions, not relationships, conversations and connecting with their audience.

Having said this, there are several distinct advantages that small and medium-sized business (SMB) marketers and brands have over large behemoth corporations that you may not consider. Understanding these advantages and leveraging them within your social media management is paramount to winning in your space. Let’s outline a few of these advantages.

“there are several distinct advantages that (SMB) marketers/brands have over large behemoth corporations”  Tweet:

4 Significant Advantages You Have Over Big Brand Social Media

Decision Making – One massive advantage you have as an SMB is a lake of corporate bureaucracy. You have the freedom to make decisions and execute on them without committees, corporate politics and meetings. You can perceive needs, identify opportunities and respond to them as you see fit.

Nimble – In business there is something to be said about having speed. Speed to market and the ability to shift, change and pivot are distinct advantages online. Having the freedom to make decisions and the ability to quickly act upon those decisions is incredibly valuable to a social business. Market changes, trends and the latest news provide opportunities to the nimble brand within social media. Your ability to act upon these information pipes faster than the larger brands should be an important part of your social media strategy.

Relevant Value – As we defined above, large brands often make their social media marketing an extension of their media advertising and branding efforts. YOU have the ability to transcend branding and elevate your efforts to the human level. You are able to share relevant, selfless content with your audience that big brands don’t. You’re able to comment on your target audiences posts and open communication channels that build real and lasting relationships.

Understanding this point and executing it properly, provides your SMB with numerous opportunities to out maneuver big brands and gain traction far more rapidly than they ever could.

Mistakes – Finally, you can make mistakes with your social media marketing efforts with far less impact to your brand. You’re not a massive publicly traded company with executives that are far more afraid of what could go wrong within social media, than how to make it effective. You can make mistakes, own them, apologise and move forward without a massive media or social graph backlash that requires thousands of dollars, public relations repairs and time to heal from the impact. You can press your social efforts ahead without fear of making a brand-killing mistake. Talk about freedom!!!

As you finish reading this blog post and go back to your day, I would like to challenge you to consider these advantages. Ask yourself if you are actually leveraging them in your favor. At the end of the day, you have many opportunities to be more effective than these big brands. Maybe not in raw numbers, but certainly with more speed and as a percentage.

Stop trying to emulate what big brands do in social media and instead focus on being human, engaging and with selfless value. At the end of the day THIS is where you can outperform your biggest competitors.

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Three Important Components Of Content Marketing

Important Components for Effective Content Marketing Content creation and content marketing has become a crucial element to any digital marketing effort. The transition from big brand only tactic to common place for all online marketers has and will continually expand. Using content for search engine placement and optimization, social network exposure and traffic is quickly becoming a must have component in any online marketing strategy.

While there are certainly many components to effective content marketing, here are three buckets that really require attention and preparation.

Content Creation -

In order to conduct content marketing effectively, you have to create content for your target audience that has relevant value.

  1. Who – Do you know who your target audience is? Be very clear about exactly who you are trying to reach with the content you create.
  2. What – Do you know the challenges your target audience is facing and/or the type of content that drives their interests online? Create compelling content that addresses their challenges and connects to their interests. Create content that speaks to them, not always about you.
  3. When – How consistently and frequently are you creating content?

“Create content that speaks to them, not always about you.”  Tweet:

Promotion/Distribution -

It’s one thing to create content, it’s wholly something different to promote it and get traffic to it.

  1. Channels – Know the online channels where your audience spends most of their time. Be highly active in those channels with consistent, relevant, selfless content that is not yours. By providing relevant, curated content consistently, you will earn the right to promote your created content.
  2. Community – The more consistently and frequently you create content, the larger and faster your community will grow. That includes your social following, subscribers to your blog and organic search reach.
  3. Tools – If you are active in all the right channels, providing selfless value to your audience and therefore built a large and loyal community, you need to ensure that you have an effective tool stack that helps you distribute your content to friends, followers and advocates.

Our tool stack incorporates Hootsuite, Bundle Post, Bundlet, Triberr and our email newsletter system. You want to be sure that the tool stack you are using is highly efficient and effective. Be sure that the tools allow you to promote your new content when it’s published, but can also manage that content for addition postings into social media easily and with strategy. You’ll definitely want the ability to seamlessly track when you shared the content last and schedule it repeatedly moving forward to ensure the optimum reach, traffic and exposure long-term. Social Content Management Is Important!!

Conversion -

Experienced content marketers know why they are creating the content they produce. They understand their objectives, processes and they track it to ensure the goals are being achieved. If they are not, they make changes to the process and do it again. Are you doing this?

  1. Objective – Do you know the goal and objective for your content? Have you planned, developed and tested what happens to the traffic your drive to your content?
  2. Process – Do you have a well thought out process and supporting mechanics to convert the traffic to your content into leads, customers, inquiries or subscribers?
  3. Tracking – Are you tracking the traffic to your content and measuring important metrics to determine what is working and what isn’t?

Although content marketing and content creation do not rise to the level of rocket science, they are both highly specialized components of today’s digital marketing requirements.

What are additional components that you utilize within your online marketing efforts?

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7 Traits That Define A Company’s Business Culture As Social

What defines a Social Business CultureThis last week I was involved in a few conversations that surrounded businesses that are on social media, more specifically those that either are executing it well and those that are just there. It got me thinking about the millions of brands, both large and small that have a social presence, yet clearly do not have a corporate culture of social within their organization. As I pondered this, I also thought about our organization that not only lives in social, but was born out of a social media agency and used this as our guide.

Since many large brands are now in social media and easily garner large audiences due to their prolific branding and massive advertising budgets over many decades, it is important to point out that MOST have anything but a corporate social culture. In fact many of the larger brands we all know around the world have some of the worst social media marketing execution. I am not talking about just the epic fails we read about from these massive corporations, but even their daily social media activities are a slap in the face toward what any experienced social media professional knows about this space.

For this and many other reasons, I personally avoid large brands online. I stay clear of their noise, self-promotion and other social marketing efforts. If I based my shopping on their lacklustre social media marketing and poor engagement, I would never be able to bring myself to visit many stores. But I digress.

Rather than detail all the failings of brands within social media, we decided it might be far more helpful for many small and medium brands to develop a list of traits that are displayed by brands that have created and fostered a corporate culture of social within their business. We got feedback from our awesome community as well and are including their thoughts on some of the traits.

Though this is not an exhaustive list, we believe it embodies the large bucket items that define what a social business is.

7 Traits That Define A Company’s Business Culture As Social

1) Priority Top Down – Bar far, the most important trait that establishes social into a business culture is top down leadership. When the executive team at the top make a clear commitment to social media, done properly, it becomes clear to everyone inside as well as outside that organization. Without embracing social as a corporate priority, social media departments are clearly handcuffed and it shows. Empowering teams around social from the very top of your business not only unleashes the other traits in this post to be free to execute, it mandates the traits into every member of the company.

Tangent – Just last week on a call with our CTO (Chief Technology Officer) going over our development priorities, we were discussing something an existing Bundle Post user brought up that they really needed. Our CTO said “Well that is a current customer that has a strong need, so I think that should be a priority.” Adjustments were made to the priority list accordingly because our entire leadership has a social focus.

When the leaders of an organization have a commitment to and then drive a social culture, nothing but good will result.

Tiffany Keuhl

Keri Jaehnig

Ben Risinger

2) Consistent Communication – A social business culture isn’t just ON social media, they continually communicate internally their social priorities, what those priorities mean and how they are expected to be executed.

Timothy Hughes

Nancy Kenney

Tabatha B

3) Transparency – A social business doesn’t hide their mistakes internally or externally, instead they admit to them quickly and take steps to correct them. They don’t pretend to be perfect and portray a sense of reality of their business that is human and approachable.

Brian Vickery

Bryan Kramer

4) Responsiveness – It’s true that people want to know they are being heard, but even more importantly, they want a response. Social media is social AND media combined. When a brand has a presence but doesn’t respond to the good, bad or otherwise, people feel that they are not heard. Even worse they are made to feel they and their issues don’t matter to the brand. When a brand is responsive to their customers and prospects on social media, and do it in a timely manner, the opposite impression is made. Brands that truly understand this and have a social culture in their organization build life long customers.

SherylBionic

5) Sincerity / Authenticity – It’s one thing to go through the motions, it’s another thing to actually care. When a company has fostered a culture of social in their organization, every team member has sincerity and authenticity in what they do. Customers are never left wondering if the brand cares. It shows through the way the brand conducts their social media efforts.

richtatum
RebeccaC

6) Empathy – Social businesses teach empathy within their organization. It is a priority that all levels of the organization understand the plight of their customers before and after the sale. This means that the business educates its teams on the pain points their customers have, how their products and services ease those pains, but most importantly the importance of the customer later in the relationship. Not just the ongoing revenue opportunities down the road, but the utter importance of handling that customer properly when they have a problem.

chloe

7) Customer Priority – The social business doesn’t necessarily believe that customer is always right, but the customer is definitely a priority in the business culture and it shows.

What we find so interesting about these traits is that they are the same traits that any successful business should deploy. What I mean by that is, if the social media element was removed, the leadership, customer centric empathy within all of these traits are what great businesses have been doing for decades. Instill them in your social business culture as well and the effectiveness of your social media marketing efforts will breed loyalty, revenue and sales growth beyond your expectations!

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