I read a great article written by David Finch over at Social Media Explorer I aliken Davids example to what we are seeing from a lot of folks in the apartment industry.
Posted by David Finch in June 12th, 2009
Social media is everywhere and for a lot of businesses they approach it likes it’s the magic wand that’s going to be the savior to their business. When you begin to talk to them, usually the conversation starts like this. “Can you help us with that Twitter thing and that Facebook thing, not to mention it’s vital if you can produce for us one of those viral videos. Second, this has to help our business look hip and cool and last but not least, we don’t have the time to really be involved in any conversations.”
The other component that comes out in this conversation isn’t just what they want, but also what they don’t want. I’m still amazed when I hear the fear factor about the potential of negative comments being made about their brand or products. Which I wonder, if it’s really fear about negativity or it’s fear of being in a conversational space and having to deal with negative feedback.
These conversations have led to think not just what social media is, but what social media isn’t. Perhaps if social media was presented first by what it’s not, just maybe companies would truly consider what they want out of their activity in the social space versus just jumping on the band wagon because it’s what everyone is buzzing about and it’s the new shiny thing.
Here’s are my thoughts on what social media isn’t.
It’s not a short term fix. To really benefit from social media it has to be a long term commitment. It’s more than just a three month campaign. It takes time to first listen to what’s being said about your business and brand. It takes time to build trust with your customers as you publicly practice your willingness to listen and converse back. It’s more of a process than it is a press release or a campaign.
It won’t fix a poor business plan. Business basics are still business basics. It you don’t have a strong business plan adding social media to your plate isn’t going to solve the issues if this foundational piece of your business isn’t solid.
It won’t hide a poor product. If you really want to know what people think about your product you’ll find out as you begin to listen to what you customers are saying. However, if your product isn’t good, social media isn’t going to fix that. It doesn’t matter how many blog posts, Twitter posts or videos on YouTube you produce. If your product isn’t solid, social media isn’t going to bring you the results that you’re looking for.
It’s not the answer for poor customer service. Experts say that businesses spends six times more to attract new business than it does to keep their current customers. If you don’t have a strong customer service plan and practice in place, social media won’t fix that. You must have specific plans in place to engage your customers, listen to their requests, answer their questions and help facilitate a positive experience. Don’t forget most people buy products that they have been referred to more than what has been advertised.
It all goes back to the basics, but I’m always intrigued by businesses that haven’t mastered the basics and think social media will be their night in shining armor. Quick fact: It’s not going to happen.
What are your thoughts?
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience.
He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine.
You can connect with Eric_Urbane on Twitter.
Eric also writes regular articles for the following publications;
Related Posts -
Social Media Will Scale for Your Property Management Company Our friend and Social Media Marketing Queen Amber Naslund wrote a great post this week, The Difference Between Hard and Hard Work. It reminded me of the ongoing chatter from folks in the apartment business who babble about things like “social media doesn’t scale with our company” or "It would...... -
There Is An Order To Effective Social Media Marketing What Are Your Social Media Marketing Expectations From the Social Media Pundits to the Social Media Experts, it seems all will agree that Social Media Marketing takes some time to effectively implement. It is not a quick fix to a broken product, nor is it free. Much has been written about engagement, community, listen to the customer and...... - The Secret Sauce of Social Media; Content Commitment Good Morning Social Media Marketers Businesses and organizations, including our own, are all scrambling each day to find the "Secret Sauce"of Social Media. We have an insoluble craving to figure this out, build bigger communities of interest, expand our digital footprint and on and on. Or perhaps that is just me, but I suspect it......
-
Facebook Isn't the Best to Leverage Social Media The NAA (National Apartment Association) Conference in New Orleans was really cool, I had a great time. That was my first trip to New Orleans, what a great city.My first night there I hung out at a little place along the river, had some oysters and listened to blues, all while watching the the ships pup and...... - Social Media Fear; It Still Does Exist Good Morning Social Media Marketers!The topic, or question came up yesterday during our weekly podcast, Apartment Marketing Gone Digital, "How do you find the time for Social Media" My response was, "How Don't You Have Time for Social Media"The question comes up a lot. Mark Juleen explained it well saying that he invested a lot......
Related Websites -
6 Ways Social Media Can Help Your Websites Social media normally refers to a category of websites where content is created by the participation of the users of that website for the remaining community. In short, we can say that social media websites are basically tools to share the information among their users. It gives its users a...... - Elevate Your Business Using Social Media Marketing Along with anything else you do with social media marketing, you can great expand the numbers of people in your market who know your particular brand. Not every online business is involved with social marketing, and if you have been dragging your feet then it is time for a change.......
- Important Announcement: Just Launched - Social Media Stampede After months of trying out new programs and researching social media platforms, today I had the pleasure of launching a new informative guide that you won't want to miss. Social Media Stampede It was written for internet marketers of all experience levels, both experienced and new, and was designed to......
- How To Keep Good Social Media Relation ? Social media tools are getting more powerful especially for entrepreneurs like us. You should know how to keep a good social media relation with others that may help your business growth online. As a human being, it is required to maintain your personality well and good before the social media......
- How To Expand Your Business With Social Media Marketing Social media marketing has grown by leaps and bounds in the past few years. Internet marketers all over the world have benefited from social marketing for leads as well as sales. Relationship is key to this type of marketing. If you can influence your target audience using the social networks......
