Rarely does a day or week pass in which we are not asked—by existing and/or potential new clients—to provide some explanation or justification as to why companies/organizations should start utilizing social media channels in their marketing efforts. Usually our response has been structured along lines relating to the tremendous potential inherent in some of these channels (Facebook specifically) to reach new customers. Or, more frequently since many of our clients provide business-to-business services, we talk about the indirect and somewhat intangible benefits accrued from being perceived as au courant with the latest internet communication technologies. At this point in time, data does not yet exist to provide a definitive “this much investment of time in social media channels will yield this much return in business” response to queries concerning participation in social media.
However, following a recent, general discussion with a client about the impact the internet has had on the way companies conduct business, it occurred to me what social media tools really provide is a way for companies, organizations and individuals to firmly establish and support their credentials and credibility. Because participation on the web is (for the most part) anonymous and unregulated/policed, it has become a well-worn maxim that “you can be anything or anyone you want” on the internet—any company, organization or individual can create a website and make claims about their academic credentials, experience and expertise.
Social media channels provides a mechanism whereby a company, organization or individual can demonstrate the claims they make about their knowledge and experience is legitimate and solid. For business-to-business transactions, trusting a service provider’s expertise is critical particularly in the absence of a direct referral. Creating a Twitter account or Facebook page may seem like a pointless exercise, but is actually an opportunity to firmly establish one’s bona fides.