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For most small business owners, "social media" can be an annoying buzzword forced on us by over-caffeinated millennials. As a 25-year-old who works in social media, even I'm annoyed.
But here's why social media is important: It is a valuable asset for cultivating customers. As David Meerman Scott writes in his terrific book, "The New Rules of Sales and Service:" "Back in the twentieth century, organizations had sales departments and customer service departments… with the rise of social networking and instant engagement on the web, now we're all in sales and service." This is where social media comes in. Buyers are no longer reliant on salespeople to inform them of their options. With so much online content available, buyers have a plethora of information. If a question does arise, buyers are not afraid to reach out to companies via social media, where they expect a timely response.
Today's most successful companies have "transformed themselves into a sort of information broker," Scott writes, "serving up the perfect content to each buyer at the right time." Blog posts, videos and, yes, social media content are doing heavy lifting in the sales process. Meanwhile, your staff are there to serve as consultants—not salespeople—assisting the customer over the finish line.
Successful companies are sharing their unique story with buyers on their terms, giving them information to make informed decisions before ever meeting face-to-face. Social media is one of the best tools for doing so, and there's nothing annoying about that.
