Every Social Media Strategy starts with People

An article by eCommerce Coach    No Comments

Why I hate the phrase “ROI of Social Media”

First of all, YES, there is a Return on Investment in Social Media. However, this return has primarily NOTHING to do with money or sales.
The ROI of Social Media is…Loyalty.

Recently, many companies launch their own Facebook Shop. Which means nothing else than putting their Online Shop into the “little world” of Facebook.
And now let’s take a step back and look at this. Facebook is a social network. Why do companies define “social commerce” by putting up an Online Shop on Facebook? This is NOT social commerce. This is advertising!

Social Commerce is something than works in the real world. When taking your best friend with you on a shopping tour to the mall. THAT’s social commerce. To transform this experience into the Social Web, we would need a technology to connect with our friends online, scroll through the same storefront and share screens.

P – as in People

Your social media strategy should always start with PEOPLE. Here are some questions to start with:

1. Who are my customrers?
2. Where do I find them online?
3. What are they talking about?
4. What are their problems?
5. Where do they find solutions?
6. Where do they talk to each other?

That’s for your customers. But PEOPLE also stands for you and your employees:

1. What resources are necessary?
2. Do I need to hire people for my social media activities?
3. Can I outsource it?

People should be the first thing you think about when it comes to your social media strategy. Leave out thinking about money or sales. The social web is not a sales channel. It’s a service channel. Service for your customers and users. Zappos did not achieve growth because of their innovative concept. Selling shoes over the internet isn’t quiet innovative. You can sell ANYTHING over the internet. Zappos growth is a direct result of their fantastic service.

So before you start with social media, sit down and write down anything you know and DON’T know about your customers. Get together with 2 or 3 other people and start some brainstorming.

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