When it comes down to it, the real reason why you need to engage in social media boils down to forming the right relationships and doing so the right way. Here are some reasons why:
- You will find whomever you want to do business with somewhere online.
- You will find whatever knowledge you need about any market or any person online.
- You can reach your market by simply engaging in the right conversations with the right people. It’s more effective than just advertising.
- If your business can’t be found, it isn’t engaging with your target market or, worse yet, ignoring your target market. You’re not going to likely be creating transactional opportunities while your competition is.
- Communication through social media is a system to leverage your organization’s ability to communicate with your market.
- Social media saves time and money if used correctly and for the right reasons.
- If you learn how to use social media correctly then you will understand what your market is looking for and where they are looking. You want them to look for you, not you chase them.
- When your customers and prospects are engaging about you, your industry, your products or your services, you need to be there listening. Otherwise, how will you gain the necessary market intelligence, be able to respond or even be aware of problems or needs? If you’re not present when and where the conversations happen, you’re basically out of touch with your target market.
- Social media communication is about reach and relational dynamics about people. It provides the means to effectively communicate with your target market in human, rather than institutional, terms.
- If you are not communicating (listening first, initiating second), then how in the world do you expect to create relationships with people and businesses that may want what you have to offer and communicate your value to them?
In the old days, when people needed or wanted something, they’d look up information in the yellow pages. Today, people turn to search engines to find what they want or need. Every day, Google is used an average of 235 million times for searches. The yellow pages’ days are over. People are going online more and more to find what they want or need and to find out what other consumers think or say about a product, service or brand. The relevancy that influences people’s buying behavior is other people’s conversation, yours included. That’s if they can even find your conversation and if it provides the value they are looking for.
To sum it up: These days, the Web isn’t a place to look for information, it’s the only place.