Recently I spoke at an “event” in Portland, Oregon. The room was not at capacity, however those that attended were very engaged. One of my co-workers welcomed the small workshop attendees and dived into best practices for website optimization, SEO and SEM. His down to earth approach, humor and Subject Matter Expertise shone brightly that morning in the Washington room at The Red Lion. Using common sense approaches he brought what some would consider a very high level discussion to level that was easily digestible.
After lunch I took the stage. As there were a couple executives from my place of employment there I would be lying if I said I wasn’t a little nervous. I said “amen” and dove into Reputation Management. There was great discussion from the crowd of best practices, things that worked and what to be careful not to do and who they would recommend their peers stay away from. I was then asked if I really thought if Reputation Management mattered at the end of the day. I took a different approach then I normally do this is what my response was…
One of the most influential speakers, authors and someone who changed my life, Gary Vaynerchuk has said legacy is more valuable than currency. Right now I don’t want you to think about money. Don’t think about selling a car, don’t think about servicing another truck. Think about your children and grandchildren. Think about what they will discover about you online. For the most part, what is put online will be there in some form forever. Think about what they will learn about who you were and the organization you worked for. Taking money out of the equation, what do you want your legacy to be?
I am happy to say this made some people in the room think about what their Reputation meant. What do you want to be known for?
When asked by businesses every week why a customer would want to connect with them on Social I turn the question around on them. You tell me why a customer would. If they cannot give me at least 3-5 reasons why customers should that do not include price or selection I tell them this.
Your main concern should not be using Social but changing the culture and understanding of your value proposition. Price and selection do not drive commerce but rather relationships, brand identity and your reputation do. When you have effectively trained each of your employees to be able to explain why you are a great business step one in your Social Communication Strategy has been accomplished.
Are you prepared for Social? Have you already launched your social communication strategy? It’s never to late to identify the why of your business, adjust your tactics and own your identity.