The idea for this article started after I spent about hour and a half looking over a company’s web presents. The company in question made a public announcement that they were looking for some social media help. They stated they are looking for someone who is a good fit with the company culture. I do agree that all team members should be a good fit. So that is a good beginning to their quest for social media success.
While looking at this companies websites and social accounts it dawned on me that social media marketing is no longer only about social media. It is standard marketing with a social layer. I think we can take a lesson from Google Plus on this. Google Plus is the social layer overseeing all the other Google properties.
The first thing a business needs to do if they want to engage in social media promotion is develop a market orientation. First they need to make sure they have products that will encourage goodwill and good reviews. Reviews are a whole different subject that I have begun to explore on this blog. Stay tuned for more review analysis to come.
What is the product? I think we can say that the businesses product involves the complete marketing mix. The classic marketing mix consists of the 4 Ps. Product, placement, promotion, and place. Since I was in school there have been newer models of the marketing mix. I am working on developing a hybrid model incorporating 9 positions that a tai chi chuan instructor taught me. These positions can be thought of as physical or philosophical. We can also think of philosophical as theoretical. The theoretical positions would fit nicely into a business model and could incorporate many of the success principles of Sun Tzu.
The main take away is that for social media to be most successful the participating business needs a marketing orientation. As I understand it, a marketing orientation involved developing a culture around continuously improving the customer’s (target market’s) experience. This is done first by gathering relevant information about the customer’s wants and needs as well as the organizations ability to meet those needs. Once high quality information about the customer’s wants and needs is gather it then has to be given to others in the organization so that everyone can ensure the customer’s needs are met.
Here are some of explanations of marketing orientation from wikipedia.org
Kohli and Jaworski (1990) defined market orientation as “the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it”
Narver and Slater (1990) defined market orientation as “the organization culture that most effectively and efficient creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business.”
We need to always be mindful that an organization has many different customers both outside and inside the organization.
I am wishing you the very best in business and in life,