The reality shows that are prevalent on TV today all tap into one, underlying visceral emotion – the element of fear. It titillates the viewer and keeps them returning for more. That fear factor is great for improving television ratings but it seems that businesses are far more resistant to seeing how the new medium of social media and social networking may transform their business. Creating on-going, interactive relationships with clients and potential customers seems to be terrifying.
Many companies, although they see the growing numbers of social networking platforms being developed and launched every day, are still reticent about throwing their hat into the social media ring. Their respective marketing and advertising companies may also be so tied to a traditional branding plan, that, they too shy aware from integrating this phenomena. Fear plays a large role.
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They are concerned about losing control over their message. They have always built branding around conveying a particular image and message; delivering that message and making it a household name. Never was open dialogue a part of that marketing plan. Sure, focus groups were used, feasibility studies were employed, Beta testing was done; but no where before was open, interactive dialogue as powerful a tool as it is today!
Some firms have embraced the new media. They may either be confident that they can weather any negative feedback that may slip in along with the overall positive benefits or they believe that they can connect with their population on a more intimate level; and ultimately that will pay off in increased sales. Whatever their strategy, they are willing to relinquish some control and not let the Fear Factor hold them hostage.
Whether a company is seeking to penetrate a new market, unveil a new product line, give tips to the consumer , or merely educate about trends via a blog . . . social media is an effective mechanism of communication. One posting can reach thousands over and over again without the time buy restrictions of on-air advertising. Or, by interacting directly with consumers on social networks, companies can literally find the personal “hot buttons” of their customers.
Social media and social networking tools in the hands of someone who knows how to use them, becomes a progressive marketing instrument that possesses nuances that have never been implemented before. When done right, social networking can act as a social GPS system for marketers. It can also serve as the best damage control devise in the marketplace.
Let’s look at Dell. From personal experience, I can say that I love their Sales Division. It has an extraordinary team manned with a wealth of information, when you are seeking to select and purchase a product. However, I detest their Customer Service Department. Resolution of difficult problems with this company, once you have made your purchase is more painful than dentistry. I commonly refer to that department as “Dell Hell”. But I also understand that within the past year, they have changed.
This corporation has taken notice of the fact that instead of spreading dissatisfaction by word of mouth; customers can now post a negative experience that they had with this company and impact a much larger audience. And it is an audience that TRUSTS and believes what the person posting has to say. That is a powerful link to a larger group. Because Dell is heavily involved with social media in the marketplace, they can easily identify these negative responses and take action for damage control. It no longer takes weeks or months for resolution. And a negative situation is quickly turned into a positive experience with due diligence.
On the flip-side of stemming negativity, Dell also actively used social media and marketed to sell $3 million in certified refurbished systems and previously ordered new Dell products through Twitter alone. They accomplished this by sending “tweets” to subscribers, (now totaling almost 777,000 followers) telling them of the latest bargains available.
Although this may seem like an unusual scenario, many smaller companies are experiencing the same real-time responses to their posted “calls to action”. This new landscape in the world of marketing and PR is moving faster than succinct models can be viewed and established. However, it is here to stay and the potential for impact is astonishing. By augmenting solid, traditional marketing and advertising strategies with social media and social networking, companies can realize new levels of growth.
When looking at their options, companies need to not let the Fear Factor of losing some control over what is being said about them, get in the way of moving forward. Their greater Fear Factor should be, what will their business look like in the future if they DON’T embrace social media. After all, people keep coming back to those television shows to see who overcomes their fears! They return over and over again to see who wins!
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