Social Business Interaction

Given the scope of the online and brick-and-mortar companies , the question I wish to ask is "how do you make a company relevant and relatable to every single potential client on the planet?" This is a big question and a massive challenge to solve for.

     The good news is that the means by which we can support this challenge does exist, in part, with the smart use of social media and mobile technology applied with strategic partnerships, convincing content and purposeful engagement. There is no better way to engage a broad spectrum of audiences at a large scale (from one to one billion) than through social media and mobile technologies.

I’d like to offer a look into a few key areas that will help to guide efforts in addressing this challenge:

 Be Engaging!

     Working through answers to simple questions is simple, yet very important. You don't have to be a social media expert to develop intelligent and high-impacting strategies, as long as you work through this main question:

"What do you want people, potential or current clients, to know, feel and/or do as a result of interacting with your company and/or relevant online  content?"

Those working with Facebook may also use the following question:

"Why would someone care and why would they share your content?"

      Answering these questions is very important when we define our audiences, understand what they care about, and develop our content framework that relates to their personal interests, concerns and/or needs.

     It forces us to think about and appeal to the emotional drivers that inspire people to engage and take action on a daily basis. Every person will have a different entry point into the relationship with you and your company. Our challenge is to provide an environment that allows for each person to benefit and contribute in a meaningful way.

Build Partnerships

     It is important to have a strong and effective balance of strategic partnerships and relationships in place with companies like Facebook, Twitter, LinkedIn and Google and even with agencies (PR, media, creative). In other words, BE THERE. Your online presence is one of the main ways you as a company can build relationships.

     Developing a structure that brings together people from each partner with well defined roles and responsibilities to contribute to the success of your business strategy and objectives is crucial. Each partner brings with them an important lens on audience and engagement opportunities supported by great data, insight and expertise that when pulled together into a uniform view, have enormous impact.