When someone uses social media platforms for personal use, the focus is simply about updating your followers about what is happening in your life or sharing cool content. For businesses, social media is a much trickier nut to crack. This is why businesses need to change their focus on how they use social media, by adopting the idea of “social business“.
While social media may be measured in likes and followers, the success of social business initiatives will be evaluated by how effectively they can scale and be executed.
One of the biggest hurdles businesses are facing in trying to grow their brand is they have to rely on the fickle and strong reactions of the users. Nearly 70 percent of information on the internet is created by individuals, and the population of the digital universe is growing at a heightened rate.
Therefore, relying on individuals and customers creates a dichotomy for businesses. It allows consumers to become advocates for a business, but it also provides them an avenue to become a detractor. Having this split has changed the focus of a lot of businesses, increasing the importance of trust and transparency, instead of simply relying on a quality product or service and overt marketing.
Community engagement & management has become a staple for businesses due to the need of staying in constant contact with consumers. Community managers are seen as ambassadors for an organization. They need to learn the Five C’s of Community:
Content (start with content)
Context (understand how your community wants to engage, where, why)
Connectivity (people know how their community works and see a need and know how others can help and connect accordingly)
Continuity (look at social as a continous thing and keeping doing it and learn from the community and improve)
Collaboration (if you have people collaborating over your business, that’s a good metric)
Many businesses aren’t really social even if they’re on social media websites. Why? They only talk about themselves!