Start with why
Posted: Mon Feb 17, 2025 8:39 am
This is (not) the umpteenth message you are going to read about social media. It is a clear vision about the rise of social media in relation to our behavior on it. With tips and challenges to make you think. Because media are not social, you and I are social. This article is intended for those who want to start using social media for their own organization and for those who are already doing this on a daily basis.
Social media is not that new
Some facts about social media as an introduction:
No, they have become an indispensable part of our society and our daily lives.
No, they are not as new as they seem.
No, social media is not the key to success.
Yes, they are quite hyped as a 'remedy'.
Yes, social media can definitely contribute to your business results.
And yes, the current generation of Einsteins is growing up with social media…
Social media have caused quite a stir. Suddenly, it is all about nothing else and it seems like you can no longer do without it. The consumer has the floor and (suddenly) has quite a lot of power. But shouldn't it be the case that you, as an organization, already listen to your target group? And share your experiences with them to improve your products or services? And that social media are a nice and interactive channel to further expand this? Indeed. Because it shouldn't be the case that your target group, (both B2C and B2B, or H2H: human 2 human), suddenly gets more attention because they have found a platform where they can give their opinion and be heard?
The most important question that remains in my opinion: if we did not see social media as a hype or very complex, would we not just do it as organizations? And would we learn from our mistakes, simply ask our target group if they appreciate this form of communication and if so what they expect? And would we not automatically involve them in this process in a social way? After all, we also have daily personal contact with our customers, suppliers, relations and colleagues?
Just do it?
Working at an internet agency, my colleagues and I receive questions about social media almost daily. On a strategic, tactical and operational level. I read and discuss a lot about this phenomenon that has received so much attention in recent years. But why do so many people treat social media as if they are something new, innovative, complex and risky? Okay, technological developments are following each other at a rapid pace. It is already difficult for online marketers to keep up with them, let alone for entrepreneurs and employees who are not involved in online marketing on a daily basis. But where has the courage gone to take the plunge yourself, to investigate what social media is, what it can deliver and how to deal with it?
So-called social media experts
No, instead, there are masses of so-called social media experts and gurus entering the market, who are only too happy to help you with that. A high Klout score or many followers on Twitter says nothing about your level of knowledge or professionalism. A well-known proverb says: “In the land of the blind, the one-eyed man is king”. I find it very applicable to the social media landscape of the Netherlands. Because the question is whether these experts also understand how to effectively integrate social media into your existing business strategy.
Where things often go wrong
Why do organizations ask for an explanation of social media instead of an explanation of the effective use of online marketing? Because it is 'hot'. Social media is a means , not a goal in itself. The range of means that you have at your disposal to reach and move your target group has become larger and offers new possibilities. And social media are now 'simply' part of that. It is therefore a shame that there is so much focus on one means and that a broader perspective is not taken into account.
Effective use of social media goes beyond the marketing department and is part of a bigger picture. Everything starts with the core of your business strategy; who are we, what do we do, where do we do it, why do we do what we do and what do we want to do and when in the future ?
Based on these principles, whether or not supplemented with an existing (integrity) belize phone number list policy, you derive your online strategy and can translate it into a social media strategy and/or policy. If you even need such a strategy and policy. For example, Google says in its policy “Don't be stupid”. Speaks for itself, right? And Nike's strategy? Right, “just do it”. Of course, a specific and well-considered strategy for social media as a tool certainly has added value; after all, you also have specific strategies for search engines, e-mail, mobile and advertising.
Just another meeting place
During brainstorming sessions and presentations about social media, I show a typical Heineken advertisement (see next to it). Heineken is of course making fun of these networks, but is right: “There are simply a lot of new ‘pubs’ on the market and Heineken has been giving people the opportunity to meet each other and have conversations, share experiences or introduce others to you for years”. A big difference is that you now already know what your friends and relations did last week, instead of asking them in the pub. And you can read back tomorrow what was said on the other side of the pub.
We already communicated
Our motives for sharing and connecting have not changed. We simply want to express our own social identity and stay informed about current affairs. And we have always communicated; nothing has changed in that respect. However, the (technical) possibilities have. Where we used to use smoke signals, we now send each other tweets. Like-minded people still seek each other out, increasingly via the internet, share experiences on blogs, forums and in specific communities. However, the speed at which this happens is unparalleled. Everyone can participate and express their opinion, whether asked or not. Everyone is a publisher, has a voice and can participate in discussions or start them.
Social media is not that new
Some facts about social media as an introduction:
No, they have become an indispensable part of our society and our daily lives.
No, they are not as new as they seem.
No, social media is not the key to success.
Yes, they are quite hyped as a 'remedy'.
Yes, social media can definitely contribute to your business results.
And yes, the current generation of Einsteins is growing up with social media…
Social media have caused quite a stir. Suddenly, it is all about nothing else and it seems like you can no longer do without it. The consumer has the floor and (suddenly) has quite a lot of power. But shouldn't it be the case that you, as an organization, already listen to your target group? And share your experiences with them to improve your products or services? And that social media are a nice and interactive channel to further expand this? Indeed. Because it shouldn't be the case that your target group, (both B2C and B2B, or H2H: human 2 human), suddenly gets more attention because they have found a platform where they can give their opinion and be heard?
The most important question that remains in my opinion: if we did not see social media as a hype or very complex, would we not just do it as organizations? And would we learn from our mistakes, simply ask our target group if they appreciate this form of communication and if so what they expect? And would we not automatically involve them in this process in a social way? After all, we also have daily personal contact with our customers, suppliers, relations and colleagues?
Just do it?
Working at an internet agency, my colleagues and I receive questions about social media almost daily. On a strategic, tactical and operational level. I read and discuss a lot about this phenomenon that has received so much attention in recent years. But why do so many people treat social media as if they are something new, innovative, complex and risky? Okay, technological developments are following each other at a rapid pace. It is already difficult for online marketers to keep up with them, let alone for entrepreneurs and employees who are not involved in online marketing on a daily basis. But where has the courage gone to take the plunge yourself, to investigate what social media is, what it can deliver and how to deal with it?
So-called social media experts
No, instead, there are masses of so-called social media experts and gurus entering the market, who are only too happy to help you with that. A high Klout score or many followers on Twitter says nothing about your level of knowledge or professionalism. A well-known proverb says: “In the land of the blind, the one-eyed man is king”. I find it very applicable to the social media landscape of the Netherlands. Because the question is whether these experts also understand how to effectively integrate social media into your existing business strategy.
Where things often go wrong
Why do organizations ask for an explanation of social media instead of an explanation of the effective use of online marketing? Because it is 'hot'. Social media is a means , not a goal in itself. The range of means that you have at your disposal to reach and move your target group has become larger and offers new possibilities. And social media are now 'simply' part of that. It is therefore a shame that there is so much focus on one means and that a broader perspective is not taken into account.
Effective use of social media goes beyond the marketing department and is part of a bigger picture. Everything starts with the core of your business strategy; who are we, what do we do, where do we do it, why do we do what we do and what do we want to do and when in the future ?
Based on these principles, whether or not supplemented with an existing (integrity) belize phone number list policy, you derive your online strategy and can translate it into a social media strategy and/or policy. If you even need such a strategy and policy. For example, Google says in its policy “Don't be stupid”. Speaks for itself, right? And Nike's strategy? Right, “just do it”. Of course, a specific and well-considered strategy for social media as a tool certainly has added value; after all, you also have specific strategies for search engines, e-mail, mobile and advertising.
Just another meeting place
During brainstorming sessions and presentations about social media, I show a typical Heineken advertisement (see next to it). Heineken is of course making fun of these networks, but is right: “There are simply a lot of new ‘pubs’ on the market and Heineken has been giving people the opportunity to meet each other and have conversations, share experiences or introduce others to you for years”. A big difference is that you now already know what your friends and relations did last week, instead of asking them in the pub. And you can read back tomorrow what was said on the other side of the pub.
We already communicated
Our motives for sharing and connecting have not changed. We simply want to express our own social identity and stay informed about current affairs. And we have always communicated; nothing has changed in that respect. However, the (technical) possibilities have. Where we used to use smoke signals, we now send each other tweets. Like-minded people still seek each other out, increasingly via the internet, share experiences on blogs, forums and in specific communities. However, the speed at which this happens is unparalleled. Everyone can participate and express their opinion, whether asked or not. Everyone is a publisher, has a voice and can participate in discussions or start them.