BizCoachDeb’s Blog

There you have it, the whole reason for even having a social media program in your business, all tucked into a tiny little nutshell. If only…with such a complex web of interaction possible, why do you think most businesses even consider social media? In a word, “money”. Many believe that if they are there, some how the customers will magically part with their hard-earned cash, then everyone goes home happy. Right? No. Not right, not even close. The common mistake right now for a lot of business models is using social media to pump out information chronically on your company and ignore the customer. What does this method say? It says, “It’s all about US, we don’t care what you have to say.” Once a business buys into this line of bull and moves forward with it, they have are doomed to fail with their social media endeavor and they make it harder on other businesses trying to get started. Want an example of this mistake in action? I have asked Starbucks no less than 6 times why they discontiued their Almond syrup flavoring; I’ve asked through Twitter, through my own blog, and their blog, and their “tell us” website. No response, nothing! This is truly bad form. Purposeful outreach through  social media means creating a touch point with your customers that should be built carefully and with the commitment to serve.

Build Trust Quietly
The steps are simple, but they are also simple to miss; building is about the little things. The first place to start with is trust. A copious amount of work should go into starting your social media interaction with customers, but it begins here. Design your program with the purpose of building a trust-based relationship, otherwise, don’t do it at all. Carefully choose those places where your customers might typically be, but do so without a word, without a press release. People will sniff you out for the mongrel you are if all you’re doing is lurking about just to inundate someone with company rhetoric, spam, or self-serving promotions. Keep your mouth shut, actively listen to your customers and you will learn much. If you have offers you think they can’t live without, still, say nothing. If they want them, they will eventually find them on your website or blog if they want them. Only when they ask for help or say your name, can you safely assume they want you to interact, then be a resource. Ask first, though. A good icebreaker? “I think I can help, is that okay with you?”

Build Dialog Carefully
Whether you are blogging, tweeting or playing around with your Facebook fan page, start first with listening to what your customers commonly say, ask about, or rant about. Before you open your mouth or tap one “Enter” on your keyboard, remind yourself of what Jim Rome says: “Have a take, do not suck.” Simply put, make whatever you say center on their needs, not your wants. You need to really “get this.” Your dialog must be beneficial to your customers; inform, solve problems, or point them in the direction where they can get help, and always reflect your human side. ABC - “Always Be a Customer.” If you’re invited into the customers “inner circle”, use that space as if it’s hallowed ground.

Build With Transparency
Integrity should be the backbone of your business, and if it’s not, you have bigger problems than creating an angry mob through social media. Make sure that your customers know you can provide answers and offer help where they need it, but also let them know your limitations and if you screw up, take ownership. If a question is asked, answer it honestly, but carefully. If you can’t get back on the fly, let them know and give them an expected time you will respond. Because of it’s very nature, social media is likety-split results and people expect nearly immediate response time, but if you’re upfront, most will appreciate you taking care to get them the right information as soon as you can, especailly if you keep them in the loop.

If you’re running a blog, some people may leave an untruth or unflattering commentary there. Consider this the price of doing business in the new media world and use it as a point of contact to make things better. People will respect candidness and the human-nature aspect of things and really, most will give you another chance if you at least TRY to do right if the original post was accurate. If it’s truly inaccurate, use diplomacy.

Not every business should even consider being involved in all aspects of social media. Some just stick with a blog, others delve into as many areas as they think they can manage. Consider how much you can do as a company, because the worst you can do is build a presence somewhere, only to ignore it. Focus on the pieces you can feasibly keep up and your outreach will have purpose. Build out to others only if you’re maintaining your present reach well.