Home > Uncategorized > Social media and the bottom line

Social media and the bottom line

Companies use social media for a variety of reasons.  They might be running a campaign to build brand awareness, build loyal communities, manage customer service, create dialog, but in the end it’s about the sale.  With social media, messages spread quickly, so companies need to make sure they know how to use the tools to their advantage: to drive the sale.

On Twitter, every tweet companies send is a pitch to a potential buyer.  Facebook status updates are like advertisements.  YouTube videos are like commercials.  Of course, these tools may be more friendly and more engaging, they may be much more community-oriented than any other tool available, but it’s still a sales tool.

Think about it in this way: every physical location of a business is there for the sale.  The store is a point of direct sale and decision making, employees are managed in an office so that they’ll increase sales, fulfillment centers ship products to complete sales, customer service centers keep customers happy so that they’ll become loyal and buy more.  With social media, the idea of the sale is not lost, it’s just continued in a different form.

So while social media may be about “conversations” and “communities” — of course, those are the social structures which make these tools useful — when it comes to brand interaction on these channels, the bottom line is always sales.

Of course, nobody is saying that social media should be talking about the sale.  In fact, direct sales should be done outside of social media tools in order to not taint any insight being gained through the use of these tools.  Through this media, companies are able to gently touch (without selling) their clients so that they are always top-of-mind.

Companies tweet to give their followers a snapshot of their company’s personality.  This makes a company more ‘human’, and makes the company one that the customer can relate to.

Facebook pages gives customers a place to ask questions and provide feedback.  This helps companies to optimize the sales process.  Plus, companies here have the opportunity to learn more about their ‘followers’.  Learning about who they are and what they like, helps companies to create the appropriate types of messages.

YouTube videos can be funny, informative or inspirational, but they are still incite viewers to buy what companies are selling.

Companies have the ability now to be as social as they want.  They can be talkative, personable, informative and entertaining, but they should never forget that they should always be selling… because just being interesting won’t keep the lights on.


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