I’ve got to say this – I’ve seen way too much fluffy language on social marketing for way too long.
Statements from very well known professionals that just ring empty for me, like the requirement for brands to “create value” through social marketing.
Other over zealous statements purporting that your “social score” (don’t get me started on Klout) is the “new credit score” are well, lets say debatable at best. I’ll take my credit score any day – which is based on real dollars, not the return on my “influence”.
What does it mean to”create value”, anyway? Just how are you supposed to do that? Well, that’s the tricky part… I used to provide sales training sessions back in the day and I’ve told countless sales people to “sell the value” of their product. This only goes so far… I approach sales in a completely different way now.
Don’t take these kinds of statements as “advice” – make your own logic. Determine your own goals. People (like me and others) can help you focus those goals and draw tools and platforms to help meet them. Taking a tactical approach is crucial here – How you get there depends on your business, your people, your market.
What I’m essentially saying here is to just keep it real. Don’t accept luke-warm ideals. Don’t set out to “create value”. Set out to achieve X. Set out to make Y. Set out to promote or build. Be specific.
You are in business. Businesses sell products or services. If you do that well enough, you’ll be able to establish a decent credit score. Take that to the bank.