Social Media is good term for one-on-one
communication with customers and a critical emphasis on survival and productive
efforts by all organizations—for-profit, non-profit, educational, governmental,
and unions. Marketers have long done this with ads, coupons, in-store
discounts, premiums, and other such things. Now many are drilling down and
capturing names, email addresses, and individual information.
This audiobook emphasizes how to empower customers and
potential customers to reach out to your organization in a two-way dialogue,
much like the old Greek Marketplace, where people talked one-on-one and shared
ideas that they were passed along.
Social Media emphasizes best practices, how to listen
until it hurts, and how to modify one’s perspective and that of your organization.
From social media, for example, publisher Simply Magazine learned to
feature audiobooks versus software, lecture length versus longer length (except
in fiction), and to emphasize subject matter such as self-development and
health that customers want. Simply Magazine also learned to price high
enough for value and low enough for impulse buying.
Social Media makes an important point: let the
customer lead you by listening closely, daily, and adjusting as you learn more.
Best practices include asking “What does the customer want?” Are you providing
it? Are you getting out of the way, so the customer can get what they want?
Download and start listening now!