“Asking for the close on social media is like making out in church. You can do it, but it’s highly frowned upon.”
My friend Brad can be credited for the above quote. And you know what? He’s right.
Why Social is Not for Sales
Many people make the mistake of seeing social as a sales channel. It’s not! I have said it before and I will say it again. Social media is a relational platform.
The goal is to start, grow, and nurture relationships. It’s not about timing studies. It’s not about mindlessly joining every new platform under the sun.
If you are using social media to generate direct sales you will be continually disappointed. That’s not social’s purpose, so it is simply not what you will get as a result.
As you may know, our company offers done-for-you digital marketing services. One of the ways that we try and set this up for those clients is by using the Know-Like-Trust-Build spectrum. Those are relational terms that we use to judge effectiveness for a relational platform.
Know Like Trust Build Spectrum
- Know is about increasing awareness. How many people know who we are?
- Like involves engagement. How many people like who we are and interact with us?
- Trust is conversion or commitment. How many people are converting or committing to what it is that we put in front of them?
- Build is all about advocacy. How many people are advocating on our behalf? Who is taking action when we ask them to take action? Who is willfully telling people about us on social without any coercive measures?
Realigning your view of social media to this relational perspective nullifies the ROI question, or at least puts it in a different light.
The Cost of Doing Social Wrong
Social media is one of the biggest assets an organization has. Almost everybody makes the ROI-obsession mistake. Everybody gets this wrong because they just blast social media with information, product, or blurbs about how great they are. Just know, this mistake costs everyone.
Not long ago, I looked at a company’s social media accounts and could tell that they must be pouring hundreds, maybe even thousands, of dollars into content marketing on a monthly basis. Yet all of their content marketing is geared towards telling people how great their product is.
I would be shocked if they are making the money they are spending on those tactics back. Additionally, they are alienating tons of potential allies by that kind of billboard marketing!
Trust me when I say that I would rather have the most cobbled together content that focuses on building relationships with people than spend any amount of money to praise my own products on social media.
I know from my own and from client experience that the payoff of social media is in building relationships, and it’s so much more than financial.
This week, take a step back and look at how your organization is doing social media. If it looks more like a billboard or self-praise, it is time for a shift. Remember, nobody wants to see you making out in church.