I’ve been kicking around using the social media tools for a while. I’ve been asking questions, lots of them. Some thought provoking, some off-key, others quirky and some a little less serious; but it all comes back to one thing: a gap.
A huge gap exists. It exists between the people who are sharing information and the companies who are wanting to use the media platform and it is actually stifling their competitiveness through poor time/money investment.
To clarify this, I’m not talking about networking.! I’m not talking about using social media tools that people use to talk to people, share ideas and develop relationships – we all do that; what I’m talking about is the gap between social media and selling product or service, lots of it too! The key ingredient that actually creates your community or network.
We earn, when we transact commercially, not when sales staff are randomly talking bull to people using online networking tools.
I’m going to contradict someone. The guy who I think has mis-used the word #SocialCurrency. I am not familiar with him, but I think the term should be defined differently to help fill this gap.
Many of us are aware that ‘social’ requires a different way of thinking because the business proposition is put in a social context, i.e in and amongst peoples conversations. We’re not all media savvy, nor are we trained in large CSR departments or PR departments either. When you consider 80% of the 4.8 million businesses in the UK are small and many fledgling business users of Twitter are constantly talking about their lunch time meals and blogging about things buyers don’t care about, it’s no wonder a lot of people spend a lot time head scratching thinking WTF is this about? The head scratching represents the gap. And the gap is a big one!
Let’s explore the idea of a currency. Building on the idea of #SocialCapital that a person acquires over time, a business, which is a separate entity, needs a currency. One that it can bring to the social sphere. Like all currencies it will have a value, with your traditional customers being offline, how do we get them online? A #SocialCurrency will do this. It should have sufficient value to compel them to engage the business on Web2.0 with positivity.
Ask yourself, what is it, over and above exceptional service that you can give your customers? It has to be something tangible that will encourage the positive engagement to happen.
When you answer that question, you will know what your currency is.