by Adam Gray | @AGSocialMedia | LinkedIn
Fairly often in our travels we see organisations that have a sign-off/governance/approvals structure which precludes even the best people from being social…so why is this?
Typically a new engagement for Digital Leadership Associates begins with us setting the scene for clients. We talk about how the buying process has changed, we talk about how social media is now embedded in 80%+ of the connected world, we talk about buyer disfunction, we talk about how sales, marketing & communications hasn’t moved with the times…or more precisely moved with the customer.
When we give this “opening address” we seldom of ever get people in the audience looking “shocked” at these insights, because they already know (and believe) that this is all FACT.
Despite never getting push-back on this we see that organisations simply haven’t put in place any kind of structure to support and encourage staff on their social journey. In fact, they have often times put in place a structure which encourages staff NOT to be social…so why is this?
As organisations grow and become more successful they create equity in the brand and their reputation and they, rightly, want to defend this value that they have created. There is a perception that social media is a very risky thing to do because the corporate brand/marketing departments and not polishing the message that is going out. And whilst this is a logical thing to think if does not reflect the reality of the modern world.
In 2018 (in fact for some years now) the buyer is more empowered than ever. Rather than believing your brochure (or website or any other messaging) that says you are market leader and that your products/services are best (which is what every organisations says in one way or another) buyers simply go-out to their networks and as for the experiences that people they trust have had with you (and your competitor’s) products/services.
This is what they use to formulate an opinion on what they should consider for purchase.
If you say ‘our products have market leading reliability” but all your customers are grousing about how your products break-down all the time it not only calls in to question your reliability but the truthfulness of everything you say.
If customers (or prospects) are going to social networks to do their research you simply MUST be there to meet them. But, this is not a job for corporate marketing (because every marketing department says that the company’s products are good) this is a job for your staff.
100 staff going online talking about what a great company they work for, how great the products are and the level of commitment to service the company has is immeasurably more powerful that a single corporate channel broadcasting generic company messages.
But, your staff empowerment isn’t going to happen by chance, you have to create not just an environment where it is allowed, but an environment where it is positively encouraged.
Getting this change in perceptions is not going to be easy but you MUST try and if you don’t your staff will simply not shoot to become advocates for your company and brand.
Every barrier to them becoming social that you put up will create another reason why they don’t post/tweet/blog no mater how good they might be at it.
People who read this article also read these:
http://www.social-experts.net/catch-the-bus-to-school-or-get-dropped-off-by-car-its-a-social-choice/
http://www.social-experts.net/advertising-and-why-you-shouldnt/
http://www.social-experts.net/how-to-get-increased-revenue-and-reduced-cost-through-social-selling/
