I listen to several of the TWiT podcasts on a weekly basis and one of their newer shows, Marketing Mavericks, has caught my attention. Check out this gem from a recent talk with Scott Monty on the show.
So what does Scott suggest? It's basic stuff for many but tends to be forgotten. Use social media the right way.
- Listen to what your customers actually want.
- Combined social with email and CRM. Truly provide content that matters to them.
I see this time and time again. The single most common statement that really summarizes the idea that social media is a mass broadcast tool comes in the form of an interaction between a social media manager and the business.
"Hey - can you put this on Twitter for us?"
That simple business request, while seemingly innocuous, is at the root of the use of social media as a mass broadcast tool instead of a two-way communications medium. And it's not the fault of the business. Those responsible for representing brands in the social space need to do a better job of changing mindsets and encouraging their peers to understand the value of the conversation.