Why Socializing is NOT Social Marketing
Blogging is one of the most underused and undervalued social media tools and I am glad! Because it means that if you take blogging seriously then you can still engage a committed audience. The emphasis for me is on the ‘engaged and committed audience‘.
Yes, you can drive traffic from all social media tools. Yes, you can relatively easily increase likes and followers BUT are they potential customers? Are they people who share your values and who want to create value together for each other?
For me that is the fundamental question.
Being social is great, I love it BUT when it comes to business, when it comes to social marketing…
…being socially engaged with your customers to increase awareness and turn that brand awareness into a business transaction is what really matters…
Mmm does that sound too business-like? We too often feel embarassed about the connection between social media and business. We feel dirty if we talk about using social media from a business perspective, but why? We go into business to help people, social media is fabulous to help you do that….
Does that sound too transaction based? I say NO.
And here is why:
Why did you start your business? To change the world in your small way because you saw a need not being satisfied or a problem that is not getting solved… and unless you have customers you are not helping to change the world.
Business has US in it for a reason. You only have a business when there is a transaction of some kind.
A transaction may be financial, emotional, cultural etc but it still needs to be there for your business to create meaning, meaning that will turn into profit. A simple share with no commitment is like toast without butter!
Social marketing without a goal of connection, without a goal of changing behaviour is not marketing. It is socialising. Now a business can use social media to socialize to make a connection BUT to become a business tool it needs to have a purpose…..to gain a lead, to gain a customer, to gain a referral etc.
When I say socializing is NOT marketing, please don’t misunderstand ….you need to socialize, you need to connect out of a desire to get to know people BUT because you believe you can help them and because you understand business is fundamentally about people….and NOT because they are a transaction waiting to be converted.
The difference between socializing and social marketing with a goal is this…..”you want to help people…..not just to make them smile but make a difference in their lives.”
This article was written by Anna Farmery and published on The Engaging Brand.
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model.