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Social media for companies: Will you remain interchangeable?
Series, Part 1: Why you should use social media for your company. Expert Gergely Teglasy explains what’s important.
Social media for companies: Will you remain interchangeable?
According to a study by Batten & Company, 64 percent of people simply think brands are interchangeable. This is not good news for your company. The question arises as to why customers should buy from you exactly what is available elsewhere - often at the same price and in the same quality. Of course, you can lower your prices or increase your quality. But it's not the products or services that bind your customers to you in the long term, it's the personal relationships. And the stories that people associate with you and your company.
The promise and magic of social media come in handy: with little effort, you can anchor your company more deeply with users (i.e. customers). At first this seems like a good and fairly simple plan. Also because numerous studies in recent years show: the more commitment, the more interaction with a company's social media presence, the higher the willingness to buy. The percentages and euro figures for this increased willingness vary depending on the study and industry, but they all have one thing in common: they are all clearly pointing upwards and have been pointing upwards for years. In short: a fan buys more. Therefore, today there is no advertising campaign without social media.
Each poster has a presence on social networks. In this country, by the way, that usually means: a Facebook page. And that no longer just applies to big brands and companies. Even the hairdresser on the corner thinks that he gets free advertising with his Facebook postings, which spreads virally like wildfire and customers come running down his door the next day. That's why more and more trivialities and clumsy advertisements are clogging up social channels: from the infamous cat pictures to iPad competitions to boring press releases. The art is to stand out from it.
That costs money and time, of course. But if you replace them, it will cost you a lot more. It's about telling stories that emotionally bind your customers to you.
If you can do this, then chances are you won't be replaceable.
The author:
Mag. Gergely Teglasy / TG teaches at the University of Vienna, the FH Vienna and the FH Burgenland. He is the winner of the Innovation Award, advises international organizations and companies on their digital communication strategy and wrote “Zwirbler,” the world's first Facebook novel.