Social Media is a tool. It makes it easier to communicate and engage with a large number of people across a very wide geographic area. Social Media is not the goal.
Now that’s actually really important so let me say it again, ‘Social Media is NOT the goal!” Having 50,000 Facebook Fans means squat if none of them visit your site or buy your product. Businesses operate to make money, not friends. That’s why real social media success can only come once you leave social media behind and enter the world of IRL.
Social media IRL, as the kids say, simply means ‘In Real Life’ or ‘offline’ or, more appropriate for the marketing world, ‘where things get bought’. Businesses use social media to engage with other brands or clients, to research buying decisions, to ask questions, to watch videos of cats and to meet new people. What they don’t do is hand over money for goods and services. Why? Because they can’t. Outside of being able to buy more cows for your Farmville, there simply isn’t the functionality to make large B2B purchases via social media. This is almost guaranteed to change over the coming years but for now, the purchase always takes place on a company website, by phone or in person – IRL.
Continue reading “Social Media Success in Real Life”