How does it really work?
We know, we know…Social Media sounds incredibly vague – is there any way to track results?
The problem with many Social Media providers is that they focus on broadcasting messages and many intangible strategies where results can’t be tracked.
A Social Media strategy will never work unless you create a way to funnel highly targeted prospects inwards – into your database, newsletters and events.
Social Media vs. Social Networking
We tend to stick with the word ‘Social Media’ as it is more easily recognised. But it is actually ‘Social Networking’ that generates leads.
Social Media is about sharing content through tools such as YouTube or Twitter, it is simply mass media. Social Networking is about sharing content and engaging in two-way discussion with people who matter to your business.
Social Networking is also about customers and prospects talking to each other. They compare notes on options available and see what others think before they make a decision. People learn what’s out there and make a decision on whether you can be trusted to deliver. Well before they come to you.
So that means that every company has to monitor what is being said online, and create a web presence that leads prospects back to their company.
Social Media vs. Face-to-Face
Now this is not to say that Social Media is at all replacing face-to-face, it simply complements it. Social Media is great for starting a relationship, and great for the small steps. It is also great for staying in touch and staying top of mind. In the middle is the real relationship stuff, the real sales. It’s in the meetings; the phone calls.
You can read more about Social Media vs. Face-to-Face here.