Social networking and community engagement technology made easy

According to Nielsen, 75 percent of online Australians belong to a social media site. What we also know is that Australians spend more time per month on social networking sites than any other country in the world.  We are social. But isn’t business social too? Shouldn’t business be social?

Hugh MacLeod, cartoonist and author, drew this cartoon and blogged about it. I’ll share it as it expresses this very idea:

“Human beings are primates. We’re social. Everything we do is related around socializing with others of our species.

Yet we’re always tempted to think otherwise. That our businesses are not what they actually are (social groups), but more like machines. Taylorism, Homo Economicus and all that…

This is why I always recommend people reading the work of my good friend, Mark Earls. Mark’s thesis is, simply,

1. That people are social animals,

2. That businesses are social groups, not machines,

3. That what holds these social groups (businesses) together is a collective sense of “purpose”,

4. A business without a strong “Purpose-Idea” is at a considerable disadvantage.

Which is why I made the drawing so that “Purpose” is at the very center of the design…”

I think that far too often, organisations start to become machines. It typically begins with relationships, but as you get more and more successful, it starts to become more “bottom-line” focused. Customers become a number. This is never good.  Since the beginning of time, humans were meant to interact and be in relationships or communities. That is where we thrive, or perhaps I’m speaking my opinion. However many of the people I talk to feel the same way. We feel good when we trust brands and we feel better when we know we’re viewed as valuable rather than just another number.  Platforms such as Myspace, Facebook, Twitter, Foursquare, or having your own social networking platform allow you to connect on an entirely different level than the typical business transaction.

So, what are some of the ways organisations can utilise these social platforms to connect with their customers?

1. Thank You – This is probably one of the easiest things you can do. Rather than just doing a Twitter search to see who is talking about you, perhaps use that information to thank the source. Thank the customer that is raving about your restaurant or has checked into Foursquare as being there. Never underestimate the power of a nice gesture. I know people that love it and tell their friends how appreciative they were. They’ll be sure to be back.

2. Ask questions – Here is an opportunity to see how you can make a personal experience more tailored to what your customers really want. All in all, connecting in a social platform, where people don’t feel as much pressure, can be the perfect place for you to get an honest opinion or at least some feedback.

3. Give – Give your loyal customers incentives so they can save some money on a product or service. Starbucks gives the Mayors of their establishments via Foursquare money off of their purchase. Local establishments in cities all over the globe are also using Foursquare as a way to treat their loyal customers.

75% of online Australians are either a part of or actively participating in social networks online. More people are then aren’t. If you’re not reaching your customer, your competitor will.

If you’re an organisation currently rewarding their customers through Foursquare, or giving incentives via social networks, let us know about it. Is there anything you’ve noticed in regard to growth or customer retention? What are your thoughts?

posted by Piers Hogarth-Scott in the category Social Media Social networking
Tags: australian bureau of statistics, facebook, Foursquare, high mcleod, nielsen-community engine social media business benchmarking study