There’s a fundamental truth that many companies don’t understand or ‘get’ about social media. Here it is:
Social media are sites and tools that people use primarily as personal communication channels.
Too many companies don’t understand this, and attempt to use these tools and sites as direct sales channels, and typically have poor results. That’s not to say that you can’t make money with social media, you absolutely can.
But the companies that are doing so are usually the ones that are using these sites and tools to create and develop PERSONAL relationships with their customers. The sale is a SECONDARY objective.
Read that part again: These companies understand that by participating in social media and creating VALUE for their customers, that sales will occur INDIRECTLY.
How many times have you heard that ‘It’s all about the sale!’ or ‘Why are we doing social media if it’s not getting us sales?!?’ Total BS. Because that mindset is focused on what’s good for the company. If your company wants to succeed in social media then you have to create value for your customers.
Period. End. Of. Sentence.
Don’t focus on how you can turn social media into a sales funnel for your company, think about how you can use these tools to create value for your customers. Do that, and the money will follow.