Why Every Business Needs a Social Media Presence

“If your organization exists to sell something to somebody, then the only truly productive thing you can do is to be talking to people, face to face, on the telephone or online. Other things need to happen, but they are not genuinely productive.”

How it once was (before the internet)

• I would carry out research by buying magazines
• I would talk to the 2 or 3 friends I might know who may have an opinion on your product
• If I was extremely lucky, I might know someone who uses your product and can tell me about it
• I would visit 1 or 2 of your retailers to compare prices and get more information
• Your retailer might give me some testimonials from other users, but I wouldn’t believe them
• I’d buy the product from the retailer with the best price, or who I liked the most
• If your product let me down badly, I’d tell a dozen or so friends about the experience. If you dealt with the problem well, I might remember to tell those friends that everything is fine now
• If your product was great, I’d tell my 2 or 3 friends whose opinion I had sought

How it used to be (With Web 1.0)

• I would Google your product and find your webpage
• I’d read all your data and the testimonials from users, but I wouldn’t believe them
• I’d Google for reviews and find some independent ones from experts, which I would believe
• I would visit 1 or 2 of your retailers to compare prices and get more information
• I’d buy the product from the retailer with the best price, or who I liked the most
• If you’re product let me down badly, I’d tell a dozen or so friends about the experience. If you dealt with the problem well, I might remember to tell those friends that everything is fine now
• If your product was great, I’d tell my 2 or 3 friends whose opinion I had sought

How it is (With Web 2.0)

• I ask my 2,000 followers on Twitter about your product
• 25 people from all over the world come back to me with opinions
• Several direct me to blogs where it’s been reviewed, so I read the blogs and all the comments. I don’t believe the paid reviews, but I do believe the independent reviews
• I check real time prices on line and order your product from the one with the best price
• If your product lets me down badly, I’ll tell my 2,000 Twitter followers about it. If you deal with the problem well, I’ll also tell my 2,000 Twitter followers about it. If you deal with it badly, I’ll write a blog post about it, which will be there forever
• If your product is great, I’ll tell my 2,000 Twitter followers about it, I’ll write a blog post about it, which will be there forever, and I’ll even sell your product through a link on my website!

How it will be (Social Media)

• I will ask my 20,000 followers on Twitter about your product
• 250 people from all over the world will come back to me with opinions
• Many will direct me to blogs where it’s been reviewed, so I will read the blogs and all the comments. I won’t believe the paid reviews, but I will believe the independent reviews
• You’ll spot my question on your Twitter search and gently direct message me asking if I need some help
• Someone from your company will “talk” me through the options and give me good advice to back up the opinions I’ve had from my friends
• They’ll direct me to a page where I’ll order your product
• I’ll be invited to join your “group” on Twitter and over time I will build up a relationship with your company and we’ll find common interests unrelated to your product
• If your product lets me down badly, I’ll direct message you (you’re a friend after all) If you deal with the problem well, I’ll tell my 20,000 followers on Twitter what great guys you are. If you deal with it badly a million people will hear about it within 24 hours
• If your product is great, I’ll become an unpaid ambassador for your brand, spreading the news to millions in every day conversations, which you’ll be able to see, and which will make you very happy.

Maybe also check out:

1/ SMS messaging will never work

2/ Eight things I hate about Twitter

3/ Blogging in two hour sessions

If you're in business and you don't have a Twitter presence you need one! Order a copy of The Beginner's Guide to Twitter now!