The world of marketing is learning that old models, old mindsets and the intents of marketing are changing. As the world adopts “all this social stuff” marketers seem to be chasing other marketers to do the same old thing but with a different tool, social media.
What seems to be apparent to consumers but mysterious to marketers is the intent of social media. Marketers tend to use old media methods within social media channels. Simply because a brand has a huge name recognition means that the audience of users within social media will pay attention for a moment. This moment of attention causes marketers to proclaim their “authority” is use of social media when all along their was no authority rather simply brand recognition already previously established. Users attention for a moment doesn’t necessarily equate to the same intent of the marketer. The two intents are and will always be like water and oil…they don’t mix well.
Being vs. using social are two totally separate intents. Being social is a reflection of how well the organization serves people’s intent (internally and externally). Using social media has become a primary function of marketing departments and the intent is to pull us into a transaction. These intents are totally different than those of consumers whose primary intent is relevant to the term “social”.
Serving buyer intents, whether that means a sale or not, is what drives brand loyalty, market sentiment and buyers that brag about your service. Is it better to have the marketplace bragging (consider Zappos) about your intentions or complaining about them?
Marketing professionals continue to try and use social media as yet another marketing channel. In essence it is but “how” you market to your audience is more about serving them than messaging them. Buyers come ready to find value, meaningful engagement and convenience. Marketing may get their attention but when they come to you the subsequent experience loses their attention at the click of a mouse. Buyers have always been attracted to organizations who pay more than lip servie to customer service. Customer service begins with the initial engagement and continues on throughout the experience. If you haven’t learned that yet well either you are blind or simply ignoring the buyer.
Ask not what the audience can do for you rather what will you do for the audience.
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I have noticed this time and time again. Self-professed social media gurus who just post the latest ad copy or product deal to Twitter or facebook for their clients with no attempt at any real engagement.
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