Finding a place – and business case – for social media

You’ll have noticed that social media is getting a large share of the chatter at the moment – you’re reading this aren’t you? It also won’t have escaped your attention that many people are discussing how it fits into the B2B marketing mix. The people generating the biggest volume of traffic on the subject are businesses that want to sell you social media-related services, which is only to be expected. We would certainly expect them to lead by example.

Work/life balance
While it does seem like the ‘social media as the next big B2B thing’ message is reaching a deafening volume, it is accompanied by some noticeable shifts in behaviour. Where does personal life end and business life begin? When am I a consumer and when am I a professional? If I log on to Facebook at work am I working or shirking?

Personally, I feel these distinctions are becoming irrelevant. What’s more, I think that this has been the case longer than many realise. As an example, this morning I received a Facebook message from an old university friend suggesting a meeting to see what our two companies could offer each other. That same old friend and I use Facebook to stay in touch and be very ‘un-work-like’. And what’s so scary about that?

But what about the bottom-line?
The question on many lips is: “How can brands harness social media to their advantage?”

I think the answer is the same answer as it has always been to questions like this. Brands need to build relationships.

No matter whether they are consumer or business brands their audiences are emotional human beings and can only relate to other human beings (hence the billions spent on the anthropomorphic personification of brands). And the best way to build a relationship is to have a conversation.

Why conversation counts
Conversations, being dynamic exchanges, need to happen in quite short timeframes and of course are more than a one-way affair. Many of the new social media offer just that. The ability to have an exchange with a manageable number of people (or just one) and an almost real-time, back and forth exchange if that’s what you want. And what’s more, we (well most of us) are already doing it in a way that transcends any notional business/consumer divide.

So social media feels new… and seems to demand new behaviours from marketers. But has the essential task for marketers changed? I think not. Whether we’re agency or client-side, we still need to build relationships with people.

Just part of the mix?
I’m not the only one to see social media as just one element of the mix. The IT Services Marketing Association’s recent survey (published April 2010) draws some interesting conclusions.

In summary:

-    Most marketers recognise that you should stop worrying about your social media strategy and make sure you have a marketing strategy.

-    Few companies are researching how their target audience consumes social media.

-    Many marketers are struggling to provide content for social media.

-    Some marketers are using social media in the thought leadership development process.

-    Some social media tools are more effective during different stages of the buying process, however, few companies are mapping their tools to the buying stages

-    Social media requires new roles, competencies, policies, and governance.

But what does it all mean?
The potential benefits of social media in a marketing context are slowly becoming clearer. Many are beginning to see it as the cornerstone of an inbound marketing strategy. And one thing that is likely to remain unchanged, whatever happens: the importance of building relationships.

At one time companies used to employ crowds of salespeople to do just that, and now social media presents a tantalising glimpse into a possible future where cultivating relationships is once again the top priority.

So instead of worrying about how, when, or why your company should use Twitter, why not join in the conversation, even if for the moment, you remain the polite listener?

Matt Jupp is Account Director here at Proctors. He manages the Kcom, Resource Futures and Bristol City Council accounts. Having gained an MA in Marketing at UWE’s Business School, Matt is keenly interested the psychology behind buyer behaviour – and how it can be applied to deliver ROI. He welcomes comments on this post and promises to reply! Alternatively, if you’d prefer to discuss social media and marketing face-to-face or over the phone, please call on 0117 923 2282.

Words – Matt Jupp
Pictures – Sue Woodhead