Brian Solis is a smart guy. Go read "Social media is about social science not technology," posted yesterday in socialmediatoday. He reminds us that relationships aren't automatically the result of using social media:
"The great myth of social media is that it enables your business to build relationships with customers. Perhaps part of the problem is that the definition of relationships in this social economy is too simplified. Relationships are not a function or derivative of technology. Pursuing the 3F’s of Friends, Fans, and Followers does not directly equate to value."
It's easy to blithely announce that "We're using social media to build relationships with our customers!" But chances are that your SM-powered "relationship" is so shallow it's meaningless. Building relationships is a lot more complicated that tossing out a few Tweets:
"Unfortunately in new media, we tend to put technology ahead of people. Think about your current social media, mobile, or web strategy for a moment. Do you even know who you’re trying to reach? Do you know what customers or stakeholders expect or the challenges they face? Are you familiar with how they connect and communicate and why? Lastly, do you understand the journey they take to make decisions?"
And that journey they take to make decisions can be a lot more complex than the old Sales Funnel two-step that we used to talk about. Go read the whole article. --WTP