If there’s one underlying “theme” to the blog posts around here it’s this – Social Media Marketing is all about communication. If you don’t know what message you need to communicate to potential customers or clients, there is no “magical device” that will “improve” your marketing message.
The magic in social media marketing is found in the message NOT the medium!
Which is why I find this mockumentary so amusing:
In the mocumentary above – the expressed goal of the founders is not to solve a problem – but rather to come up with the next “big thing”. The tongue is firmly in cheek here.
There’s no POINT to Flutter… it doesn’t solve a real problem.
Twitter is a GREAT marketing tool for Dell Computers… because many of Dell’s target audience are early adopters of technology. On the other hand, Twitter is a horrible marketing tool for many of my clients because their target audience members are not early adopters of technology.
Every successful social media tool solves a communication problem.
Blogs, Facebook, Linked In and Twitter all effectively “solve” a “communication problem”.
Blogging addressed the “problem” of how non-technical users could easily get information onto the web. A blog removes the need for FTP software and the knowledge of HTML to use the web for communication.
In Facebook’s case – it began as a way for college students to connect online. However, when you graduate from college, it’s easy to lose touch -which is the “problem” Facebook solves for people. Facebook makes it easy to find and communicate with people from your past and your present.
Twitter solved the “problem” of how to reach your blog readers when they weren’t reading your blog. While blogging made it easy to get your thoughts onto the web, your blog readers have to “come” to your blog to read it. Twitter reaches out and allows you to speak to your readers when they’re NOT at your blog. (If you don’t “get” Twitter – download and install Tweetdeck. Without Tweetdeck or Twhirl, Twitter is pointless, IMHO.)
All of these successful social media tools solve a communication problem…. which is the foundation for business success.
What problem does your product or service solve?
I can’t tell you how OFTEN I get “pushback” on this issue. I’ve had many clients who didn’t want to address what problems their product or service solved. Unfortunately, many of those people’s businesses are either struggling or no longer around today.
I will admit that it is possible that your product or service doesn’t solve a problem. It’s possible your product or service helps to satisfy a desire or achieve a goal.
A soft drink satisfies a desire while financial planning services help to achieve a goal. Those are but two examples of products/services that fall outside the “solving a problem” product or service.
Whether your product or service is solving a problem, helping customers achieve a goal or satisfy a desire, you’d better be able to articulate exactly WHAT it is your product or service DOES for your target audience if you want to make social media marketing (or any OTHER kind of marketing) work for your business.
Social media is communication. Figuring out WHAT it is you want to communicate is the key to success. It doesn’t matter if it’s radio, television or the web – getting the marketing message on target is the HARD part.
The magic is in the message NOT the medium!