In the past decade we have seen many changes in the world of Social Media and Business, the influences of social networking sites like; Twitter and Facebook have adapted to the world of business better than anyone could have imagined. In 2009, we saw the realisation of the influence that listening to consumers had on Social Media and in the recent ending of 2010, media went from being a simple broadcast platform to a sophisticated network of connections and rewarding engagements.
For 2011, we can only expect Social Media and Business to evolve even further into the future; this article will highlight 10 stages of the expected evolution in the world of Social Media.
1. Examine and Report
This is a good starting point for most businesses as observing marketplaces and their interaction with current state of affairs will prove important for you to make your impression in competing for attention in your commerce.
Using devices like; Google alerts and the advance Twitter search, will help with tracking conversations and linking key words to topics in your area or expertise.
2. Setting the Stage & Dress Rehearsal
By ‘Setting the Stage’, we mean that businesses will build the framework for social media broadcasting and participation. It is so important to conduct research which will help find new opportunities for your business however, publishing content without cause of purpose through a Social Networking site minus the research will unfortunately tamper with ‘Setting your Stage’.
In this stage you must make your presence known, the use of Facebook fan pages and Tweets will help you along the way. You must also make sure that you Review activity for frequency (the rate of mentions) as well as the size of connections (friends, followers, fans), etc., which will provide company directors with a glimpse into the hopefully positive effects of presence and participation.
3. Socialising Media
For a business to do the best by its clients, you must listen to their reaction to your products. In Socialising Media, you must consider;
Conversation– This early form of participation is used to achieve a response from your clients whether it be good, bad or constructive.
Rapid Response- This deals with the ability to react quickly in a business situation where a crisis is at hand (Or the ability to turns a crisis into a positive situation).
Metrics– The measure of a business’s activity and performance. Usually seen in the form of friends, fans, followers etc.
4. Finding a Voice and a Sense of Purpose
To build a successful business, you need to make sure that your consumers have a voice in your product, you are always looking for ways to improve and your consumers are looking to help- it’s a win–win situation. For a product to be successful, you must consider;
Research- The ability to review feedback whether good or bad, there is always room for improvement. By doing research, you can find out where your product needs work, at what level, and with what voice across marketing, sales, service, and PR.
Strategic Visibility- You must make sure that your consumers know that you are available when needed. Strategic Visibility focuses on relevant information that goes deeper than a Facebook page or a Twitter feed.
Relevance- The ability to decipher between what is an effective form of communication and what is an inadequate form of interaction. Relevance reflects goals, objectives and the investigation and performance of value. As we learn that communication is based on exchange and the exchange is measured by loyalty and trust, our interaction is thus defined by the importance and profit.
5. Actions speak louder than Words
As a famous saying; ‘Actions speak louder than Words’, we must now put our words into actions and provide our customers with the service they deserve. When dealing with customers you must take into account;
Empathy- Social media represents those with something to say; revealing who it is that we’re hoping to reach as well as what inspires them. Listening and observing will never be enough. The ability to truly understand someone, their challenges, objectives, options, and experiences allows us to truly develop into the people with whom we hope to unite.
Purpose- This stage is where we truly envisage the inspiration necessary to captivate one’s attention. In order to keep hold it, we have to give our consumers something to believe in, it must encourage them in a way that they can relate to as well as bond.
6. Improving the brand and Identifying the Experience
The message that most companies portray is one that is controlled by theory rather than perception, true reactions and perspectives. Companies must deal with;
Branding- Once you have understood the people who influence your market, you must then create a persona that suits their needs and your business- this is the key to branding. It is during this step that brand managers assess the state of the brand persona, realizing that it is the end product of the actions, words and mannerisms connected with interaction.
Experience- As you make an effort to redefine the experience of recent customers, expectation and influencers, you in effect encourage a brand makeover.
7. Community
Companies are now learning the real meaning of Community. Just because you have created a Facebook page or group, this doesn’t mean that you have connected with your consumers; you must share the experience with them. Being part of a community is a commitment which does not allow you to bargain with the amount of work you as a business needs to provide.
8. Social Darwinism
Social Darwinism takes into account the idea of the ‘Survival of the Fittest’ but applied to the world of commerce as opposed to the animal kingdom. For a brand to survive in the world of Commerce, it must provide;
Adaptation- To truly understand and accomplish success at the highest level, you must adapt your brand to the future.
Organisational Transformation- Any department affected by external activity will eventually socialise leading to a huge transformation that must be organized. Organisational transformation will lean towards a top-down hierarchy of strategy, teaching, and empowerment across the whole company.
9. The Socialisation of the Development in Commerce
Companies and their Brands are beginning to understand that their company has to take a social route to be successful and competitive in the world of online commerce. This stage of Evolution deals with Social CRM (SRM).
Social CRM is first a strategy that is often supported by various tools and technologies. The strategy is based around customer engagement and interactions, with transactions being a by-product. The key to Social CRM is being able to understand the business challenge that you’re trying to solve and overcoming it.
10. Business Performance Metrics
For every business to measure the full effects that social media has and to hopefully guide their consumers to locations and actions, you must have an insight into the numbers behind every activity on each level.
Some businesses may see this step as unnecessary but they couldn’t be more wrong. It is so important that Business Performance Metrics are included in your overall summary so that you are showing a vision for the future.
The world as we know it is in a constant change, to be part of that change and make it successful in your business you need to make sure that your brand has to opportunity to evolve into the exciting combination of Business and Social. Are you ready?