Given the massive sense of frustration we can feel, sometimes it seems easier to forget the whole damn thing and go back to forming meaningful relationships through old school ties and networking dos.
But social media marketing, the ability to scale and grow through your business through amplified word of mouth (while also benefitting from heart-warming conversations), is a fabulous, life-enriching opportunity. If you do it right.
Five years ago this month, I published Monkeys with Typewriters – a bit of a hippy treatise on the importance of social media to business. I wanted to look at how social tools could help businesses and all their relevant stakeholders – customers, employees, suppliers and the like – be more productive, effective and – yes – even fulfilled and happy, because they would be communicating a whole lot better. Well, that shouldn’t be rocket science, should it?
Half a decade on, the six behavioural changes outlined in the book are still relevant and, if anything, even more mainstream today. And I stand by them. Here’s what they are – and how to incorporate them into your everyday way of doing things in 2015.
1. Go forth and co-create!
The DIY and customisation trend is only getting bigger. Why only the other week The Guardian Guide ran a special on it. Creative Commons licensed photos are increasingly used on websites as an alternative to stock photography and just last July Google added a usage rights function to its image search. The web is overflowing with free, re-usable material – don’t be afraid to experiment. Set up a playlist on Spotify or Soundcloud. Start your own WordPress or Tumblog and share anything that takes your fancy. Find inspiration by curating some Pinterest boards. Join a #tag conversation on Twitter and realise that sharing and responding to other people’s ideas is just as enjoyable as broadcasting your own. Instragram and Vine stuff you see around you. Free your inner creative genius. Continue reading →
If you Google it, you’ll find a million articles telling you about optimisation, engagement and discipline. You’ll read how content strategy is as important to social media as UX is to design, or how it makes sense to manage content as an asset, with a quantifiable ROI.
You can look at where your customers are hanging out online and what they’re reading and viewing. You can look at what your competitors were doing and what type of content is working (or not) for them. You can look at trending conversations and upcoming campaigns. You can data scrape everything, set yourself up with monitoring tools and apply your KPIs.
But at the end of all that, if you don’t feel you “own” your tweets, updates, videos and blog posts – if they’re not coming from the heart – you might as well go back to the drawing board… Continue reading →
I’ve got a soft spot for Spain. I lived there for two years. The language is easy, the food’s great, the sun (nearly) always shines and the people are friendly. They’ve also got a healthy attitude to work, with the siesta (aka three hour lunch break) still common in the middle of the day.
So maybe it’s no surprise that call centres in Spain have a better reputation than ours when it comes to customer service. Cheer and good humour? The Spanish do it naturally (unlike in the UK where training seems to be needed). Local cultural nuances are important in customer services – especially now that social tools are increasingly being employed. Continue reading →