“Being relevant” determines everything about a business — what it sells, how it sells, how it prices what it sells — but especially should it impose a discipline on customer-facing communication. So, how are you doing with your customers?
Here’s how you find out if you’re relevant – or not.
Evaluate your company’s communication. A majority of companies large and small fall into three categories listed below, each with an example from actual Twitter and Facebook posts:
- Positively irrelevant to customers. (“We have 458 fans. We want 1000. Become a fan today!“)
- Passively irrelevant to customers. (“Sitting enjoying a cup of coffee in <my neighborhood> at <coffee shop>. Thanks <coffee shop>!“)
- Passively relevant to customers. (“See our new widget save 35% on electric bills. Click here <link to digital brochure-ware>.“)
Remember the rule of “so what”.
People read FaceBook and Twitter posts with a brutally efficient filter, one my company calls the “So what?!” filter. If the filter returns a weak response, boom, they move on.
To create this situation either because of a lack of skills or a lack of attention is a serious mistake. Weak communication causes you to lose an opportunity either to generate revenue or establish a valuable relationship. Even worse, you lose respect as a viable company in the market.
If you can’t do social media right, perhaps you should not do it at all.
To make social media work you must have exceptional writing skills at your disposal.
Simply hiring someone who “knows about the internet” does not mean you have a competent marketing resource. Social media communication must be relevant to your customers, it must function professionally. Think about this: skills needed to buy the groceries are not the same skills needed to make great osso bucco. The lesson: your social media must express your brand in the best possible way, which is to be relevant to the customer. How do you obtain exceptional writing skills? You search out for yourself a professional copywriter, someone who has the ability to compose words that sell. (The good news is that good copywriters can still be found. The bad news is very few of them are under 40.)
How can you be relevant? Easy. Talk about what matters.
Remember that copywriter referred to earlier? That’s who you need to “talk the relevant talk”. Spend money on a good writer or hire an experienced communication firm. Customers (and shareholders) deserve your best effort in this regard.
Get your writer thinking about how to make sure that what your company communicates via Twitter, Facebook, your blog, web site, et al, matters to the people who matter to you.
[Editor’s Note: More information about this topic can be found in “Marketing with Social Media”, a blog we posted subsequent to this one.]
We want your feedback!
What have you done with social media that was great for your company? Drop us a line or leave a comment.