Social Savvy Ecommerce Carry The Social Flame To Their Social Followers
There can be few websites who do not now sport the expected ‘Facebook n’ Twitter’ logos somewhere on their landing page. There may even be a tab entitled ‘blog’ tucked away at the top right or bottom of the page too! Those sites who want to appear really social savvy might even feature Google+, LinkedIn, Pinterest and a dropdown menu of all key bookmarking sites.
But are their social media credentials nothing more than a display of logos or is there a genuine strategy of audience engagement at work?
Looking search and social is not the same as being search and social! There’s no doubt that many site owners are getting to grips with trying out the many different networking sites to find the right channel with which they can more easily connect to a like-minded audience. Setting up a Facebook page, WordPress blog or opening a Twitter account is the easy part, of course.
According to latest research, 50 per cent of businesses who appear to be using social media alongside their regular online marketing campaigns are actually much less active. Many sites seem to only post a blog, tweet or update Facebook once or maybe twice a month and some just stop activity altogether for months at a time.
While eCommerce and other organisations appear to be responding more affirmatively when surveyed about their attitudes to using social media and the actions they say they are currently taking, in reality, the everyday picture can be very different. It seems that only around one in every ten companies have an integrated social strategy up and running and just over four in ten are actively ‘working towards’ integration. Just under one in three businesses still have no social media presence, whatsoever.
Far too many still claim that either an enthusiastic start soon drained away as audience engagement was disappointing or they simply haven’t got the time to invest the amount of time and resources they realise is required to establish a worthwhile presence. Often it was simply left to a director or marketing manager to post when they have a free moment…
As a result, market analysts are pointing to a new ‘digital gap’ opening up between ‘social savvy’ organisations and everyone else. By failing to reach and connect with their potential audience consumers at the new social touchpoints online, on mobile and on tablet, they now face the very real risk of being left behind.
Simply displaying a logo and requesting visitors to ‘follow us’ without a real value incentive or reward via fresh regular content of interest is not ‘doing’ social media. To create social signals, a social flame has to be lit and the messages ran out across the mulitichannel to their social followers.
It should be viewed not so much as an Olympian effort, but more the winning of a long term, social track record!