Tag Archives: social media

Selling Social Media Up the Chain: Drop the Buzz, Talk About the Benefits

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We all know the conversation: some executive or high ranked colleague starts talking about how Twitter is all about your day, Instagram photos of your food, Facebook who you’re dating, and next thing you know they’re asking how any of that could be related to business. While it sounds ridiculous, if we want to be taken seriously, we need an answer… anything that uses resources does.

Since the days of forums, I’ve tried just about every argument to get past this point and make social stick. From case studies to stats customer adoption and big world news, there’s a lot to say, but to someone who isn’t a common user, it’s still just buzz words… the hot trend of the day and that doesn’t tend to get you far.

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Using digital to show the true nature of your brand: Dominos takes pizza making live.

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It will be many more years before the Dominos’ employees-gone-rogue, “viral” video is forgotten, at least in the marketing world. Since that awful release, Dominos has made some fairly radical changes in the way they go to market and really stepped on the gas to tell the world about them. But, even as they’ve stepped forward, even though I’ve bought their product (thanks in great part to one of the best online ordering processes), I still assumed it was cheap… a frozen base, customized as little as possible to deliver  mass efficiency and a keep down the cost of goods.

This week however Dominos did something that we can all learn from: they started streaming a location live, uncut and as they put it uncensored. They’re taking anyone who wants in behind the scenes not with some fancy factor, elaborate skit or onetime event but day in, day out, pizza after pizza.

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One tweet, the stock market comes crashing down, and we’re still debating social ROI?

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Here’s a chart of the DJIA from today after the Associated Press’s twitter account was hacked and a fake tweet about a White House attack put out, temporarily sending the markets plunging 130 points.

The Stock Market Crash on AP Tweet 4/23/2013 via @MikeIsaac @jlgolson @AlexJamesFitz

Sure it’s an extreme example and yes, the markets do jump on the slightest whisper, but if the entire investment community is that glued to social, to a single report from a third party source, isn’t it fair to say the every day individual might listen to the people they follow too?

Social is not about Facebook, Twitter, Google+ or any other network in particular. It’s not to chase the number of likes, fans or reposts that one can get. It’s about people’s trust. We follow our friends, our family, and people or brands that we find interesting, amusing, or credible. We see their comments time in and time out and from that all, we pick what we want to pursue. When someone we chose follow shares it’s more authentic than any random source’s tweet to us, more credible than what a brand ad could ever say and more memorable than just about any other medium. If social has enough influence, enough visibility, and enough trust to crash an entire market, even if just for a few minutes, it can sure get us to think about one logo, one purchase.

Sure we should continue to explore and quantify social ROI like we do with any other part of our business but to question it’s value… The question is how can anyone justify not participating at this point?

Related links:

U.S. Stocks Tank Briefly In Wake of Associated Press Twitter Account Hack – AllThingsD