Should we continue Social?

A importância das redes sociais

As today marks World Social Media Day, it is an excellent opportunity to leave some considerations on this subject that began about 30 years ago. The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to upload a profile and make friends with other users.

Contrary to what many believed, social networks not only came to stay, but also altered all human behavior, the form and speed of communication, and allowed globalization to happen much more quickly.

Today we have about 2.5 billion users of social networks(a lot of opportunity, right?), which makes everything much more interesting and the trend is continuing to grow.

For many, social networks continue to be used only to “rummage” the lives of others (friends or not) or to get as many “likes” as possible using the older technique (posting pictures with kittens or babies), but the truth is that many others (fortunately more and more) have the notion of separating personal life from the professional life and do the same on this platforms.

The ability of social networks to benefit businesses by approaching the consumer, as well as analyzing all actions, is a huge advantage over other forms of communication and sales. For me, that’s why Social Selling has gained more and more preponderance in corporate strategies, using social networks to achieve more and better business leads (B2C and B2B).

“B2B consumers are increasingly active in social networks, doing research before making purchasing decisions.”

A company that has the strategic vision of investing in Social Selling is a company one step ahead of others and that understands the efficiency of the channels to get more business with less costs.

Linkedin – Sales Navigator is maybe the best tool to make the art of selling even smarter. With focus on discover right people (decision makers) and lead recommendations trough social network, this helps your business and sales team to increase sales.

For example, here at Grupel this is how we understand Social Selling:

Of course this is not the perfect process and should always be part of an integrated strategy. Like all others it needs to be implemented, managed, monopolized and refined to the needs and goals of the company. This are some of the great challenges of those who use social networking for business:

  • Make this process more and more an integral part of the company culture (it is a process that takes time and covers people with the most diverse profiles/functions)
  • Track trends (you must always be aware and a step ahead in the way users interact with social networks. What it is today may not be 6 months from now)
  • All employees “sell” the company on their social networks, with the shares they make. Everyone should be educated that even in their social networks can and should help to make the company credible.

Yesterday I read something very interesting from Beth Comstock (Vice Chair at GE):

“Positive feedback feels great, but, trolls aside, negative feedback can be important, too, because it raises questions we may not consider otherwise. Not every bit of negative feedback you get comes from trolls, so it’s worth it to wade through challenging comments to find what’s well intentioned and useful. In that way, our online lives can be a laboratory for the other parts of our lives.”

This is the key point and knowing how to accept criticism leads to better and faster actions, as well as plans that can solve the problems indicated/criticized by users. There is no need to be afraid to receive criticism (as long as they are not silly, as it is also very normal in social networks), but there is a need to be able to “fit in” as best as possible to user feedback and use this same feedback to evolve.

Stay Social and understand what your consumers want, as the best way to get to them. 2,5 billions users are a lot of business opportunities to waste.


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