The Advantage of Social Engagement for Business, in Simple Words

sasha uritsky

Aug 22, 2014

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.

Interested in reading more? Check out our other blogs:

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Social Marketing is Simple

In its very essence social marketing is based on one simple foundation - give first, take later.

This concept of giving to the community is hardly possible to overestimate. It defines the way social networks operate and goes even deeper, to the basic principles of social interactions among humans.

In fact it is a much healthier foundation for business than traditional one, based on advertising.

Yet it runs contrary to what many entrepreneurs and business people perceive as a proper marketing approach.

Traditional marketing, such as billboards, radio ads, posters, banners, emails blasts, etc is based on two principles, a) the statistical law of big numbers, aiming to reach out to as large audience as possible while knowing that only a small percent would become interested, b) message of self-promotion and self-advertisment.

Social marketing negates both of these principles.

Social marketing is personal, it operates individually, and in a personalised way. Which makes perfect sense from a common perspective. Would you rather be bombarded by the generic ads that in most cases have nothing to do with your interests and desires, or approached on a one-on-one basis with a chance to discuss your specific needs?

Social marketing is directed towards promoting the interests of others, not yours (or your business). Again it makes sense as we are a social species, we live in societies and rely on communication. The most successful communication strategy is the one that takes care of the needs of your communication partner.

And so, opposing the traditional marketing approach, social marketing is based on the idea of giving to the community. Which makes it more efficient than traditional marketing, if measured against the effort applied. In other words, taken 100 random prospects, we are more likely to convert them into customers if using social marketing than traditional marketing.

But is it scalable?

(to be continued)