Photo by Barnaby S. Used under a Creative Commons Attribution-ShareAlike license.
“Most people do not listen with the intent to understand; they listen with the intent to reply.”
― Stephen R. Covey
Social media is often touted as a cheap and accessible form of promotion for small businesses – after all, it’s free and anyone can sign up, right? Yet many businesses owners see no return on investment. Why?
Approaching social media like traditional media forms doesn’t work. In print, television and other traditional media, the conversation is one way. Rather than listening or engaging in conversation, the company talks AT the potential consumer – do this, buy this, use this. Use this strategy in your social media marketing, and you’re dead in the water. The very nature of social media is just that – social. It’s participative. It’s conversational. It’s based on permission. Yes, I will allow you into my inbox, my twitter feed, my Facebook newsfeed.
Today, that is a privilege. (more…)