Social media classes are in high demand. Business development groups are offering them. Chambers of commerce are offering them, because business owners are craving them.
They’re popular because setting up a business page on some social media site looks like a quick and easy way to have an internet presence. it’s not. In a recent post by Brian Solis, Social Media is not your saving grace, he outlines where a social media effort fits in a business’s striving for success.
I encourage you to read the whole post, but here’s the expanded Twitter version (a few more that 140 characters..):
If the business hasn’t thought through who their customer is, what their customer wants that the business can serve, and the unique way the business meets the customer’s needs, social media is a waste of time.
Success in social media means you know how to succeed in business. There has to be a success proposition behind any effective social media campaign.
Read Solis’ article to learn more about having a “success proposition.”
NOTE: The photo to the right is of the able and skilled staff at Directions, Mt. Shasta. Read on to learn more about them…
Let’s look at what “success proposition” means for a real small local business.
I heard this week that a women’s clothing store in Mt. Shasta that I’ve talked about in workshops and trainings just sold. I hope that the new owners have spent time learning how this business has successfully weathered recessions, hard winters, and changing fashion trends. Here’s how the former owner’s success proposition made her business work.
Directions was in the business of making its customers feel better about themselves. Their top selling item when I last talked to Jane was jeans. But not just pants – “jeans that don’t make me look fat.” How can a clothing store make that kind of promise???
The sales team knows how to help customers get jeans that fit properly, and how to accessorize them for an overall pleasing look. They sell lots of pants. but they also sell a ton of accessories. AND, because there is a strong trust factor, they sell beautiful home accessories also. That sales promise generalizes when customer trust is strong.
This unique selling proposition moves perfectly into social media. Their primary social channels are their newsletter and their blog. Look at their website and think about how enticing that newsletter sign-up form is.
Here’s another example that I’ve talked about in several of the video training sessions here at Take Control, Himalayan Outback. The team at HO thoroughly understands the needs and desires of their three Perfect Customers types. If you’re one of those types, you’ll feel connection within a few seconds when you visit their website.
Facebook works well for them because every post, every picture reflects their connection, concern and solution to the problems and needs of their particular customers. it works because it is a result of hard behind the scenes work before a picture is posted or a word is written.
These examples reflect high use of social media – one shows up on Facebook. The other shows up in the face-to-face social media of good old-fashioned word of mouth as well as a newsletter strategy.
Here’s another great example of a social media following a success proposition: