I searched Google for answers to the question “What do businesses want from social media?” and got “about 229,000,000 results”.
What was noticeably absent from the results (at least the first few pages I reviewed before I reached my conclusion) were answers directly from businesses telling me exactly what they wanted to get from using social media.
Of course, I got tons of results that promised to reveal “7 reasons you have to use social media” or “10 things every business should do today” and even “5 social media tools that every small business should be using right now”. But the answer I was looking for, framed something like “Businesses want social media to…”, was nowhere to be found.
This is a question that we ask all the time at Vestor Logic. We want to provide answers to our clients. The answer varies from business to business. Authors want to engage with their readers. Non-profits have hopes of increasing fundraising activities. Retailers want more foot traffic. The answer is specific to each company’s needs and typically complements their existing marketing efforts.
So the pursuit of this answer raised another key question. “What should social media agencies, like Vestor Logic, provide to their clients?”
If the answers vary, the value add must vary in form as well. What we bring to the table for our clients must fit with their end goals. We either specialize or try to be the jack-of-all-trades. Already, social media agencies are beginning to define their role in the social ecosystem. Some focus on launching new products, others on training and lecturing. Many are focused on the analysis and monitoring functions.
In the end, social media companies must find their comfort zone, specialize in a specific aspect of the social marketing life cycle, and seek to align with other social media agencies that are complimentary to their process.
Vestor Logic, well, we see ourselves as transition agents. We’re good at building systems and processes that promote effective social interaction for our clients. We see our role as a temporary one – building the foundation that will allow our clients to become self-sustaining social organizations. Our role is to help companies transition to a more social organization.
So what does your company want from social media?