In its purest form, Social Media is nothing more than a set of online tools/technologies that enable open conversation. The opportunity for brands, then, is to connect with their customers on a genuine, human level. Those that are the most successful in leveraging social media (in this way) already have a passionate customer-centric attitude embedded in every fiber of their culture and operations.
Much has been written about Zappos’ business model and the company’s “social voice”. And while I spend most of my time working with national, large-scale brands, the businesses that have been turning my head lately have been those that are closest to home. Their use of social media on a local-scale creates the perfect storm for a relationship: intimate, genuine, approachable, and human.
I look at companies like Goodies who has become an embedded part of Danvers, Massachusetts’ “real world” community. The brand lives and breathes “social” – not because of its Facebook page, but because of its presence at town events, fairs, and kids’ birthday parties.
And then there’s b.good whose back-story is as genuine as they come. The company isn’t asking you to like them on Facebook or Follow them on Twitter -- They are asking you to “become a part of their family.” Their social channels are merely ways to stay virtually connected to a brand that radiates community from the moment you walk into one of their restaurants. (Incidentally, they've grown to 7 locations).
I recently found out that a friend’s new store (Skoah) just opened because of a post he did on Facebook. He will be successful if, like Goodies and b.good, his customer experience (at every touch point) is nothing short of positive and makes people feel good.
Don't believe the hype.
Brands (and marketers) get overly hyped up about social media because it’s often synonymous with word-of-mouth. And since referrals are the “Holy Grail” to many businesses’ growth, there’s a misperception that simply establishing a presence on Facebook + Twitter will do amazing things.
Focus on great products & service.
As fundamental as this is, it’s great products and great service that create the kind of sustained customer relationships that generate referrals through word-of-mouth. Companies whose very DNA is built from and breathes this are the ones who will get the most of social media as a means to further energize loyal customers into brand advocates.
Relationships do matter…a lot.