Social Networking: Still sceptical?

I was on holiday in France this summer with my family and I got into a conversation about Facebook with the owner of a delightful maison in Corby, called Le Macassar. The owner had tried a little Facebooking to promote the business but hadn’t seen too much in terms of results. He remained resolutely unconvinced.

After a long discussion in the summer sunshine, my father turned around to me and said ‘you’re not going to turn that sale, Sarah. No matter what you say, he’s got it in his mind that Facebook advertising doesn’t work for him.’

I’ve been pondering it ever since. Was it just me not being able to convince him of the benefits of Facebook for his business or was there really a genuine concern that this kind of marketing is a lot of hype and no heart?

I think the root of the problem comes down to what people understand a) about the Internet and b) how people, especially those in different generations, communicate differently.

Point a – it’s a scary thought but most people haven’t a clue how the web works, how web pages are designed, the psychological impact and drives that alter the patterns of people’s online behaviour. To be honest, I probably only have a limited understanding of the technology, however, what I do understand is that most people now use the Internet to build relationships.

Point b – Relationships with each other, with their service providers, with brands they purchase, music they like, hilarious videos they watch. The internet and you are a two way street, not a broadcasting tool. To get the most out of it for your business, you need to interact with it.

Now this does take time, but not as much as you think and it absolutely generates results. There is fantastic software available like HootSuite which can help you merge your social networking into one easy-to-use device and help you send updates to all your networks at the same time.

So looking back – what I really wish I had said was this:

In the digital age, people are still looking for other people to talk to. To get advice from, get hot tips, recommendations on what hotel or bar to visit and what recruitment agency has really impressed them. However, if you’re not there to talk to, how can you give people the right answers, meet their needs and get them to choose you over your competitor.

But I tell you what… rather than warble on about the importance of developing 1 to 1 relationships with customers, why don’t you try it for yourself and click on our Live Chat button on the Tricolor dashboard and see where the conversation takes us.

More great stuff here from the Queen of social networking, Sue Butcher:

http://www.justprofessionals.net/