I just came across this tweet from Teh Donald™, which I’m quite sure is part of the collection of tweets where he has previously said something about someone else (usually Obama) that is actually applicable to his presidency. Donald John Trump has severely wounded irony and satire. It remains to be seen if we’ll ever recover a normal, decent sense of humor.
I’m also (not sure this is the right word) “pleased” to see this very special one was originally born on my 67th birthday and will now follow me all the days of my life . . . which are far fewer than they were even then.
I just came across a couple of quotes that rather succinctly state the issue anyone using Social Media for marketing needs to keep in mind with respect to engagement with their customers. I think it comes from some of the activity surrounding a virtual Enterprise 2.0 Conference event. I picked them up in my tweet stream. I wasn’t able to attend, but found them because I have a continuing search on the hashtag #e2conf, which keeps me in the loop.
These two quotes appear to be traceable to Sameer Patel, a man I admire for his business savvy and knowledge of social media engagement. I have been using the tag line “People are talking. Are you listening?” His quotes are a bit longer than my tag line, but I think they state the issue rather well:
Part of the problem is trying to “control the message”. The conversation will happen with or without you.
This is one of the things that I’m trying to get across to some of the small businesses (I’m beginning with restaurants) I’ve been working with. The other line is even more important:
Your brand perception is now in the hands of strangers. Isn’t it time you got to know them?
This is so important for small retail establishments to understand. With the advent of services like Foursquare and Yelp, the conversations about their businesses are already taking place. They need to, at the very least, claim their venues in each of these and get involved in the conversation. If a customer has a bad experience, don’t you want to know about it? Don’t you want to have the opportunity to make it right . . . publicly?
It’s true and it’s only going to get “worse”. People ARE talking. Shouldn’t you at least be listening? Better yet, why not engage with them. I’m convinced the process will strengthen your relationships with your customers and do wonders to make you more accessible and easy to do business with.
A little while ago I was at a meeting with reps from an advertising agency that specializes in creating web presence for organizations. They’re pretty well known and have won a webby for one of their campaigns. My organization has never advertised by itself, though it has benefited marginally from ads by parent organizations (and there have been a few . . . organizations, that is).
I was impressed with the web savvy and the general tenor of the presentation these guys gave. Equally, I was happy with the direction our executives went in when discussing this stuff and their overall approach to moving in this direction. There was, however, one item that came up which disturbed me somewhat, and that was a discussion of Twitter in which they were summarily dismissive . . . which I think is a big mistake.
Now I’ll grant this – a business such as ours is not interested in tweets like “Just finished my croissant with black currant jelly. Starbucks is so yesterday”, or “Just finished walking the dog. Back with large bag of poop. Weather looks to be quite comfortable today”. Neither do we care about monetizing Twitter or some similar product. It’s not what we do. However, and this is true whether Twitter finds a way to monetize themselves of whether they just flat out go out of business, the concept of micro-blogging is NOT going to go away. It has too damn many use cases to be ignored.
One example I can think of off the top of my head (and I believe NASA is using this very model to prepare orbiters for missions) is for a geographically dispersed team to stay in contact with each other with respect to the completion of critical items that impact downstream activities. I have experienced numerous situations where the lack of communication regarding the completion of a step in a complicated series has resulted in the loss of a day or half day in the completion of the project. This is not trivial.
At any rate, I really think there are lots of use cases for Twitter within the enterprise. Dismissing it out-of-hand is foolish and short-sighted in my opinion.
Born in 1947, I am an officially retired pensioner who still has two teenage daughters and a desire to contribute. I remain intensely interested in, and fascinated by, Systems Thinking, Machine Learning, Knowledge Management, Decision Intelligence, and Business in general. I am also conversant in such concepts as innovation and ideation, collaborative tools and strategies, crowdsourcing, and the use of social media to accomplish goals ranging from improving business processes to promoting small retail businesses. Since my "retirement" I have done a little bit of freelancing as an editor/proofreader, as well as some technical writing. I've also done a fair amount of Facebook marketing as well.
There's lots more where that came from. Need some help? Perhaps another set of eyes? Contact me. The first one's free! ;0)
The views expressed herein are those of the author. Any opinions regarding the value or worth of particular business processes, tools, or procedures, whether at his former place of employment, at a current client's enterprise, or in general, are his responsibility alone.