Facebook, Twitter, YouTube, Tumblr, Google+, Digg, Flickr, Reddit.  You have been tasked with taking your business social.  A few weeks ago you had it all figured out and then Google decides to drop a bomb on your plans with the launch of Google+.  The one naysayer in the organization is telling you why social media is unpredictable, useless, and offers no ROI.

The problem I have seen is that businesses are approaching social media from the wrong view point.  The social platforms are a way to simply engage with your fans.  Get away from the email spam mindset.  It is all about supporting your customers by responding to questions, receiving feedback and connecting on a deeper level.

Let’s look at some of the popular questions we see being asked:

What platforms do I join?  If your job is to use social media to care for your customers, you should join the platforms where your customers currently communicate.  If you think your user base is not using social media, make sure you do your homework, and possibly help them navigate the social media waters once they are ready.  Do the research and find out where the conversation is happening.

How much content should I post?  I was at a conference recently where I heard a speaker say that you shouldn’t tweet more than once per day.  If social media is about having conversations, that would be like asking a friend to a coffee shop and saying one sentence the entire time you were together.  The amount of content depends on the conversation.

What is the ROI?  Companies are wanting to know the direct impact of social media for an organization.  Take it back to thinking about social media as a platform to offer stronger customer relationships.  My question back is a simple one, “what is the ROI of customer service?”

Social media is only a bubble, so why get involved?  Some believe that we are only going through a phase where we will one day drop all social platforms and return to the old ways.  Really?  When was the last time you got in your car and said, “I really want to trade in my car for a horse and buggy?”  or “I want to get rid of my iPhone and get a car phone.”  The individual platforms might change over the coming years (Facebook to Google+), but using technology to better connect to your customers and prospects isn’t going to change.

Ignoring the importance of social media might be as dangerous as Blockbuster ignoring Netflix or Borders thinking Amazon was irrelevant.  Agree or disagree, either way join the conversation.

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