So I am stealing another persons information for your benefit once again. Or as it is called by fellow bloggers, reblogging the information. It is sort of like retweeting in the Twitter World. It is the highest form of complement to reiterate, restate or quote another person’s work. For fans of SMS (Social Media Solutions) it is a way for you to gain the information needed to succeed in your Social Media Strategy without hiring someone like me to do it for you. Don’t get me wrong, I need the work, but I always talk about one of the fundamental aspects of any Social Media Strategy is to add value to human kind. That is what this fan page and blog are for. To give you information that will help you in your business, organization or branding yourself as an individual. Jim Gilbert is the President of Gilbert Direct Marketing in Boca Raton, Florida and he came up with laws below.
My personal belief is that Marketing, Public Relations and Advertising companies have hi-jacked Social Media and are trying to turn it into something it is not. That is a venue to get your marketing message out. We will talk more about that later. But to Jim’s credit, I agree with his observations and wanted to share with you his 9 laws.
He begins with questions and responses he hears every day from his conversations about Social Media.
“What can I expect from social media?”
“What kind of return on investment will I get?”
“I tried social media and got no customers!”
Jim states that he tells “folks to set and manage expectations correctly” Here are his 9 laws to help marketers set expectations correctly.
1. Brand + time = revenue. The more time consumers spend with your brand and products, the more likely they are to buy. Engaging customers or prospects in social media channels increases brand/time.
2. Brand + channels = revenue. The more channels in which consumers interact with your brand, the more likely they’ll buy. Offering multiple engagement channels allows for consumer self-selection of preferred channels. Being in the right social media channels based on your market increases channel interaction.
3. Brand + time + channels = advocates. Consumers spending time in multiple channels breeds customers more likely to become brand advocates and influencers. This is the new multichannel marketing model for the 21st century. Social media creates brand advocates and turns peers into your best salespeople.
4. Exponential search factor. Social media increases your search engine rankings and, when combined with your website, drives additional traffic via organic search.
5. The newfangled customer service factor. Consumers choose their contact preferences. Brands that don’t have multiple channels for customer service risk losing customers. Consumers expect instant gratification, and social media delivers.
6. Behind-the-scenes factor. People don’t buy from brands; they buy from people. Social media puts a human face on the faceless corporate entity. Social media’s biggest opportunity is to allow people to connect with your employees as peers.
7. Trust is the new black. If done correctly, the aforementioned laws allow consumers to build or rebuild trust. Social media harkens back to the days of the corner store where consumers and brands had a cordial relationship. Social media builds relationships over time.
8. The reputation factor. Whether you like it or not, consumers are talking about your brand. Social media is the great neutralizer. It allows you to seek out negatives and turn them into positives via reputation management and communications.
9. The time spent factor. Customers aren’t always ready to buy. Social media prepares customers with all of the above over time.
The laws above are great for marketers to set expectations and for you to understand how Social Media fits in with your marketing efforts.
CEO SMS (Social Media Solutions)