Take a minute and do a search on “social media”.
You find a lot about the tools of social media. The gizmo’s and gadgets. The “why’s” and “how’s”.
A CEO friend of mine sent me a copy of the PowerPoint deck from a recent presentation. Lot’s of good stuff. Some great examples of how people were using the tools. Video, tweet, updates – all there. They were using the tools.
But who was listening?
Not many. I had already gone through a rough sample from across the country of companies in this industry and found that relatively few were listening to their social media efforts.
Because there was no interaction between the story of the company and the story of the people they were trying to connect with. There was no reason for someone to listen to them.
Lot’s of effort. Lot’s of good information. But no one (seemingly) cares.
Because the “what” is missing – the story.
If there is a “secret” to an effective use of social media (and honestly, there isn’t a secret), it is finding the connections in the company’s story and the customer’s story.
And how do you find out that story? By engaging in conversations with people.
That’s the start. Repeat after me – “It’s the conversation.”