If a tree falls in a forest and no one is around to hear it, does it make a sound?
The philosophical question will lead you to consider aspects of observation and reality. Is reality only what you observe, or does a separate reality exist beyond your cognition?
The point is, does it matter to you that people are talking about your brand even if you’re not listening?
The reality for many companies is that even though they are yet to establish an online presence, they may already have an online reputation.
A compelling reason for many businesses not to dive in to the digital and social media space, is the perceived lack of control in messaging.
There’s a prevailing notion that traditional advertising and media campaigns equal control, while everything that starts with digital or social is uncontrolled.
Whether you have an online presence or not, your customers are most likely already online seeking answers to their questions, needs and preferences, and learning from their online communities which new products and services to buy.
There is nothing new in this.
Historically, people have valued the opinions of their peers much more than the voice of an advertiser, because of this, word of mouth has been a more potent way of spreading information than advertising.
Nowadays, our peer groups are no longer limited to our neighbours or local sporting clubs.
Due largely to the internet, we form virtual communities across geographical borders and are therefore influenced on a much larger scale. Hence, social media has been dubbed “ word of mouth on steroids.”
You may be thinking your brand is not suitable for Facebook, but that doesn’t mean you should write off social media altogether.
Social media is so much more than the latest social platform to emerge. It’s a fundamental shift in how consumers process information, how we communicate with our peers as well as with organisations and government institutions.
The key words are user-generated content, community, rapid distribution of information and two-way dialogue.
There are many ways for your business to master the digital arena and a whole new range of strategies and tools that can set your business up for success this year.
So, would you like to listen and engage with your audience or live in blissful ignorance?