Google has recently introduced Sidewiki, a tool that allows anyone to comment on any web page (review here). Facebook has added tagging, allowing updates to identify people and companies. Google Wave is hitting the masses, making email social (maybe not masses, those lucky enough to scrounge up an invitation). Google Maps is becoming “hyperlocal”, making it even easier to find and review small businesses. Thousands of Twitter applications are flooding the Internet, creating endless uses for Twitter, and everything is going mobile and real-time.
There is no end in sight. The introduction of these new features, apps, and platforms, has made social media inescapable. The web is “social”, and social is here to stay.
Before, you could hide and choose not to participate, but that won’t work any longer. Social media has become an integral part of how business is conducted. Customers are going to be social, with or without you. Customers will you to communicate with them online, in pubic. They are going to file grievances, not with customer service departments, but with the “Twitterverse” (Example: Comcast). They are going to research every purchase, read reviews, follow blogs, build communities, and share experiences. Customers will be empowered to become both brand evangelists and powerful critics.
It’s not just the youth leading this shift to social. Demographics across the board are becoming social. It’s not just tech-related companies or OEM’s that have to embrace social technology. It’s not just large companies that have to participate, small businesses have just as much at stake. Social Media touches every business, every brand.
While your company doesn’t have to possess expertise and a shiny profile everywhere, it’s important to be aware of what’s out there and to start paying attention to where your customers are socializing. You need to know the tools that are available to your customers, your competitors, and your industry. You need to have a plan for how you will communicate and engage. You need to have the flexibility to try something new and react to changes efficiently.
If you’ve been writing off social media (it doesn’t touch my industry, our customers have never heard the term, it’s just a fad, it’s for kids), you need to get your head out of the sand.
If you’ve been “dabbling” in social media, you need to get serious.
If you’re hitting social media head-on, you need make sure your adapting, staying current, and measuring.
BECAUSE, if you aren’t knowledgeable, ready, or equipped, you’re going to lose out – on customers, profit, and market share. It’s time to pay attention.
*Originally posted on 10/2/09 on the HuebnerPetersen Website
Filed under: Strategy, The Basics, business, customer service, Google, social media, technology, the future
