Much is being said about social networks and their importance for businesses. The amount of analysis, explanations, and advice keeps on growing, while the matter is being investigated from every possible angle, real and imaginary.
As for me, the need for businesses to market and sell on social can be explained by a simple argument.
Here it is.
The principle advantage of social networks for a business over other mediums is in the social networks’ potential to build trust. Traditional marketing mediums, such as TV, newspapers, internet, radio, etc. are not designed to build trust. They are information channels, or scaling vehicles, or sales means, but their primary goal is not to build trust. Social networks, on the other hand, are exactly this - a trust building tools.
And herein lies their biggest advantage in today’s market. The endless variety of options consumers have and the ever growing dissatisfaction with traditional aggressive marketing methods, such as commercials or banners, means that creating trust between businesses and their audiences is now the most efficient way to attract customers. The way that guarantees long-term sustainability and growth.
This is, simply put, the reason for businesses to embrace the social.