A friend of mine, a Small Business Owner, helps customers with foot pain through healthy, supportive shoes, arch supports, and other remedies. He told me had given social media a try and it didn’t work because “who wants to have an affinity with someone who reminds them of foot pain?” Of course, his point is who would want to be constantly reminded of a negative condition? While I agree no one would, it is a moot point in respect to Social Media.
Social Media is not primarily a platform for marketing.
Period. It was not created to be such, it isn’t now. What did occur over time within this casual platform was an evolution from social relationships into a natural discussion with customers. But somehow, that got lost in the translation when it was named Social Media Marketing. But, it must be understood that the focus is on relationships, not marketing.
Fans and followers don’t really want to hear much about your business.
When you meet someone, you provide your name, and most likely, your profession. But once you have met and they know what you do for a living, do you bring it up EVERY future conversation with them? I hope not!
This concept is the basis of Social Media. People want to know who and what they might be doing business with, they already know what you do. They would rather hear more about what has been happening in your store – esp anything involving customer response.
I think it boggles the mind of business owners to refrain from promoting themselves in social media marketing.
The problem lies in the term ‘marketing.’
Traditional marketing works to convince people to buy your product. Social Media works to create relationships with followers. Recognize the platforms are not the same.
Perhaps we should call a Social Media Business Page a “Customer Relationship Building Page” – in other words, Social Customer Relationship Management!