Leveraging The Social Media To Advance Your Corporate Interest
The world changed in 2002 when the age of social media was officially born with the hosting of friendster.com. At that time no one really understood the amazing disruption that was coming in the corporate world. LinkedIn and Myspace followed in 2003 with Facebook following in 2004. Although Facebook was then an exclusive reserve of Harvard students and remained that way until 2006 when they threw the door open for the whole world.
Social media connected the world and brought people closer than ever before. But more to that is that it laid the power to rule in the world of business into the hands of the consumers. For the first time in the history of the world all the walls of defence built in the business world collapsed! Now someone can send a word out and the whole world will hear it in minutes.
Social media brought in the Age of Engagement. People became connected to others like never before. People are now engaged with what their friends, family, and peers are doing. “Word-of-mouth” now spreads at the speed of light compared to traveling at the speed of sound only a couple of years ago.
Not too long ago, word-of-mouth was spoken from one person to the next. Yes, word-of-mouth was a powerful marketing tool, but could only travel as fast as the spoken word.
However, today is different, as words can travel quickly across the Internet at speeds of light. Within just a few minutes, word about your product or service can spread to thousands and millions of people because of social media.
Think about it, Facebook had 1.8billion monthly active users as at December 31, 2016 according to a Facebook report. That number included people with various interest- machine tools, software, loans, books, jobs, capital and just about anything imaginable. These are the people you seek to employ, to buy from you and to invest in your business. The question is how can you master the interaction on social media and use it to advance your corporate interest?
The answer to that question is very simple. All you have to do to leverage social media platform to advance your business interest is to communicate strategically.
But then, what does it mean to communicate strategically?
Understanding Strategic Communication
Strategic communication is a focused effort to understand and engage key audiences to create, strengthen, or preserve conditions favorable for the advancement of your corporate interests, policies, and objectives through the use of coordinated programs, plans, themes, messages, and products synchronized with the actions of your core competence.
This means that if you must sustain the existence and profitability of your business, you must take social media seriously since many of the people you will want to reach out to are there. Your must understand how to identify your key audiences on the social media and engage them to create, strengthen and preserve conditions necessary for the advancement of your corporate mission, goals and targets.
The truth is, people are pre-occupied. They are in a state Wesley Wells described as waking hypnosis. That means, they are awake but hyper focused on something to the exclusion of every other thing in the environment. When they are on the various social media platform, they are engaged with things that interest them. To get their attention, you must communicate strategically. How can you achieve this?
First of all social media management has to be a c-suite function. It cannot be left for middle or low level managers. Social media gives your business a chance to reach out directly to people, amplify your messages and pitch your best value proposition to your best consumers wherever they may be- their bedrooms, basements or bar. Such an important operation should be managed directly by a c-suite executive.
Next, your purpose on the social media has to be clearly defined and management must ensure that everybody in the organisation understood it. Clear goals should be set for the company operations on social media and management must ensure that the team charged with the responsibility for social media management has both the authority and ability to produce results.
Also, use social media monitoring tools to monitor, track, and analyze online conversations on the web about your business, brand or products. Such tools helps you to measure your return on investment on your social media ads.
Social media tracking will also help you to respond quickly to online posts that criticize your product or service. By responding quickly to critical online posts, and helping the user to resolve the concerns, this helps you to lessen the negative effects that online complaints can have about your product or service sales.
Social media has changed the rules of business operations globally. The age of engagement is finally here. You cannot run your business with obsolete business models and expect to be successful. Companies all around the world are giving more attention to communication management on the social media. You too should take it seriously.
Brian Reuben helps companies and individuals to operate, market and communicate more effectively. brianreubenc@gmail.com. 0808 726 4420

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