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What can you realistically expect of your social media efforts? Is it even worthwhile
for you to participate?
Tom Wanek, here, and you're watching Wizard Marketing TV, where business owners learn
persuasive tools and techniques to spark miraculous growth.
Stay tuned and I'll explain the double-edged sword that is social media.
Today, I answer a about social media question sent in from viewer, Duane Christensen. Duane
asks: "I've been pondering this comment a local lawn fertilizing client of mine told
me the other day.
He said something like, "We don't do social media because even though we may take the
utmost care in providing great service and products to our customers, mother nature may
have a different plan for their lawn. Or they forget to water through a month-long drought.
And then they'll complain to us publicly on Facebook that we suck or something."
Personally, I feel he's just paranoid and is a bit of a control-freak. I feel that every
business using social media, potentially has that to deal with. What advice would you give?"
Duane, my man, I totally understand and agree with your position. But I also understand
your client's fear. I get it. We sometimes fear that which we cannot control. And—unlike
advertising messages—you and I have little control over conversations that take place
via social media. This can be frustrating to say the least. Contrast this with advertising
where you control the message.
But here's the thing: While you have little control over social media conversations, you
can and should choose to participate in them.
Yes, social media is a double-edged sword: Would you prefer that these conversations—conversations
about your business—occur without you? And would your absence signal to your prospective
customer?
Duane, tell your client to take the same approach he takes when speaking to his customers face-to-face.
What would he say to a customer who's upset about the condition of their lawn, even though
this person neglected to water it during a Sarah-like drought?
My guess is that your client is perfectly capable of handling this conversation with
a swan's grace. Even better, others will be impressed by his professionalism.
Even better still, social media is a terrific place to share tips and techniques with customers.
Doing so will transfer confidence and demonstrate the value that your client brings to the table.
Now Duane, before I let you off the hook, I want to make sure your client has crystal
clear expectations about the power of social media. See, social media—while sexy and
cool—is not a panacea for a broken business.
Social media works best as a tool to deepen relationships. If you expect social media
to become a substantial traffic-builder for your business, you will be horribly disappointed.
Sorry, my friend. To drive traffic, traditional mass media is still your best bet.
Duane, thanks for sending in your question. You rock.
Okay Marketing Wizards, did you find this video helpful? Then subscribe and share it
with people you know.
Now, I'd love to hear from you. Leave a comment below, and make sure you send your marketing
and advertising questions to tom@tomwanek.com and I'll give you an answer right here.
Remember, we're in this together. I've got your back. I'll see ya next time, my friend.