“Social media is essential when building brand awareness!” This message has been emphasized endlessly by marketing experts, business leaders, celebrities, and even President Obama. Although a relative latecomer to this phenomenon, I now have been convinced of its value. But only to a degree.
In the late 1990’s and early 2000’s, I helped launch several companies and then opened my own, Finesse Cuisine. In those days, outreach and brand-building still happened primarily through old-fashioned, face-to-face networking, prospect meetings, and endless phone calls. When the power of social media became evident, I was concerned because my sales staff and many of my consulting clients came to rely on their laptops and smartphones as their sole means of communication. I instructed that live interaction between people should never be replaced by technology and I still believe this whole heartedly. A client or colleague never develops a trusting relationship only through tweets or status updates. These connections are a good start, but they must be supported by the building of a real world bond. Over time, I have learned to embrace social media with many fewer reservations but only when complemented by those tried-and-true methods of live and personal communication.
If you have thoughts on how we use social media to enhance sales relationships, please share in the Comments. Or, even better, call us!
Mr. Wool, I am glad you have addressed this issue as I too have wrestled with this conundrum (personally and with those I employ). I believe you are right about the use of social media as complementary to "live" personal interactions, and also that live interactions are the most important part of that equation. However, three other thoughts occur to me.
ReplyDeleteNumber one, as the world becomes more technologically advanced and, correspondingly, people become more comfortable with virtual relationship-building, will personal interactions become old fashioned, and therefore less desirable among a certain set?
Second, I wonder about the role of social media in strengthening relationships that start with a face-to-face interaction. It is not always feasible to meet with people in person, but isn't receiving an occasional update into the lives of an acquaintance a good way of psychologically maintaining a relationship? I am reminded here of Radhika and Basu in Priyadarshan's wonderful film "Friendship" (AKA "Snehithaye") from a few years ago.
Third, what about the viral marketing potential of social media? As an example, I discovered your blog when a friend tweeted a link to it. Apparently he learned of it through a friend on Facebook. In any case, I look forward to future posts.
Thank you so much for your thoughtful comments!
DeletePersonally, I hope we never lose personal interactions (but maybe I'm just old fashioned!). Unfortunately, I think you may be right that each subsequent generation may value personal interaction less and less. After all, we're having this conversation on a blog, not via handwritten letters.
I haven't seen the film you referenced but absolutely agree that occasional digital updates are a great way to keep yourself at the top of a colleague or client's mind.
Lastly, you're so right about viral marketing. Social media is a brilliant way for people to spread the word about a company or services. I, for one, am very grateful for it!