Monologue vs Dialogue: Businesses still don't "get" how to use Social Media

Now that “Social Media” is in the process of being accepted as a viable medium for connecting with clients, there are a lot of businesses who have created a presence on Facebook, Twitter etc.

They may be present but they aren’t actually using Social Media properly.

I still see many businesses pushing out brochureware. (Their posts are all one-way, pushing promotional material)

Nor are they following their clients/prospects (They have many followers but aren’t following many in return).

These businesses are still following the OLD marketing of “pushing” out a monologue versus having an engaged dialogue with their consumers.

There are many businesses who are using Social Media effectively. Two of my favourite examples of big businesses who “get it” are IBM and Home Depot US.

They ask questions, they actively search blogs and Twitter using keywords, and they provide value first. They understand that LISTENING is the first step.

They listen to what their customers want, or what they are disgruntled about so they can effectively solve their problems. Isn’t that what businesses should be doing? Solving problems?

If your business isn’t solving problems, then what is your customer buying?

Social Media provides a great opportunity to be a part of conversations you didn’t have access to in the past.

Prior to Social Media, word-of-mouth was spread amongst friends and family. Now it’s being spread to hundreds if not thousands of other people online.

I have to admit, it is more challenging for small businesses to listen because there aren’t many people who are talking about your business. And, statistics say only about 1% of people actually do engage.

But when your customers *are* engaging, they can be very influential in spreading their opinions amongst others in Social Media.

Do your best to connect with Brand Ambassadors who are talking about your brand and keep them happy.

It’s just that simple.

P.S. It may be helpful to review our previous post about Social Influencers/Brand Ambassadors. It speaks to what makes your Brand Ambassadors “tick”.

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.

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