In his 1982 book, Megatrends, futurist John Naisbitt discussed the concept that the more technology takes over our lives, the more we need human interaction. He writes: “What happens is that whenever new technology is introduced into society, there must be a counterbalancing human response – that is high touch – or the technology is rejected. The more high tech, the more high touch.”
An interesting new Gallup survey on the impact of social media marketing seems to confirm this, showing that 94% of consumers say they use social media to connect with friends and family and only 29% to follow trends and find product reviews and information. Fully 62% said that social media did not influence their purchasing decisions. In fact, the research showed that most people rely on their friends, family and experts when looking to buy.
This is obviously not a ready audience for traditional advertising. Why then do so many companies continue to treat social media as just another advertising venue – promoting themselves and their products on their Facebook and Twitter pages, hoping that “like” and “fan” numbers will generate sales?
It seems pretty clear that these companies are going to have to rethink their online marketing strategy if they want to make a real impact. They have to generate trust first, and trust is most often generated through two-way communication and transparency.
In reviewing the findings, The Gallup Blog suggested that companies could better utilize social media by being “authentic,” “responsive,” and “compelling.” In other words, ditch the sales pitch and create an “open dialogue” with consumers; listen to what customers are saying and offer a timely response to negative feedback; and finally, create compelling content – that is, content that readers find valuable and not just promotional.
Conversation between people in an engaged community has always been the most effective type of communication in building a reputation or a brand. In order to be successful, social media marketing – indeed, all marketing – has to perform a similar function. As Naisbitt wrote more than 30 years ago, “high tech” has to be counterbalanced with “high touch.”
Posted by Margot Dimond