“Social Media” and Business, part 1
March 26, 2009 22 Comments
Earlier this week, I enjoyed a robust Twitter conversation with a few folks (thanks, @lizscherer, @kellyferrara, @lindabeth!) on how “social media” fits into the pre-existing business silos that we all know and love (Marketing, PR, Sales, Customer Service, etc.)
Instead of putting out 140-character fragments of thought, it might be more valuable to sketch out some big-picture ideas about how this all, perhaps, fits together, and continue the discussion in the comments.
First, I’ll freely admit that I don’t much care for the term “Social Media.” I think it’s limiting. I tend to prefer either Community Networking (more on the inter-personal level), or Networked Communications (more on the business level). Take your pick; we’re talking about person-to-person or organization<–>person communications and connections mediated through on-line tools.
Let’s think about business. I think a lot of these legacy silos are not particularly helpful, so let’s imagine for a moment that they are swept off the table and everything is encompassed under one umbrella term: Communications. PR, Marketing, Social Media, etc. – it’s all about communicating to the world at large (people unaware of the company; prospective customers; imminent buyers; existing users; other stakeholders). These communications take various forms, including direct advertising, word of mouth (on- or off-line), press, or what have you, but it’s all communications, and it should all be strategically tied together.
For a business, then, let’s take this practice of communication and view it through the prism of the main goal: increased uptake of offerings and therefore, increased revenue. Business growth. From the perspective of the business, and using rather sterile terms, there are three main stages of this: Customer Awareness, Customer Acquisition, and Customer Retention.
What is the process – the pattern – that occurs to reach this goal of business growth, and how does the discipline of Communications fit? Here’s a suggested way to view it:
Awareness Communications – strategies and tactics that elevate some level of understanding of the company’s existence, offerings, and value. An analogy: this is walking into a party with an attractive, attention-getting outfit.
Qualification Communications – think pre-sales marketing here. Expressing, at some level, what the nature and benefits of the offering are. But this need not be one-way anymore – through networked communications, businesses can much more readily understand the needs and desires of potential customers. Ongoing analogy: chatting up at the party and gauging if there is interest in more than just a polite chat.
Commitment Communications – assuming that the potential customer is seeing genuine value, now the parties discuss how they might get together to meet mutual goals. This is a deeper dive into needs and offerings, and gaining a comfortable feel for overall compatibility. Ongoing analogy: entering into a committed dating relationship.
Satisfaction Communications – the company realizes that its best hope of gaining new customers is by keeping current customers not only pacified, but satisfied to the point of being advocates. Time and two-way communications are invested to build the relationship and improve the offerings. Ongoing analogy: the diligent care and feeding of a marriage relationship.
This is the typical linear process of how business is obtained and grown, and if we range our Communications options and methods along these lines, we can see how a strategic approach to the various legacy disciplines (PR, Marketing, Advertising, etc.) can now be achieved. Each stage of the continuum requires different types/mixes of communication, with differing levels of two-way exchange. “Social Media” plays a role throughout, not as a separate discipline, but as an integral part of two-way communication that should mark an entire process.
When you look at this continuum, ask yourself: does your business have a consistent message that is woven throughout the entire communications landscape? It should.
Oh, and for an interesting twist, swap out the word “Customer” for “Employee”. Sorta makes sense on the recruitment/retention side of things, doesn’t it?
Kind of a mind dump here and lots of loose ends. What do you think? Speak your mind in the comments!
:: So far, we’re attempting to define the landscape of business communications – but in a follow-up post, I want to take something implied here and make it more explicit. Successful business will increasingly be marked, not by a transactional view (I am using communications to persuade you to buy my product so I can make money and you can, maybe, gain a benefit), but by a more holistic relational view. That is, customers and companies will increasingly seek out ways to determine if they are right for each other, something networked communications truly helps enable. My consulting business is built on a “matchmaking” network model and I’ll share a few thoughts on why I think there is tremendous value in this approach…
Subscribe to the StickyFigure blog