The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads (Que Biz-Tech) by Tom Martin

Author:Tom Martin
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2013-09-23T18:30:00+00:00

Social Warning

One of the biggest arguments against personifying your company brand at the level that a MarketingProfs does is the danger of very publicly associating your brand with a person. People are human, and humans tend to make mistakes. So before you decide to let a person represent your company—or even if you choose to have your company exist as a brand but publicly identify the person behind the brand—you need to consider the dangers.

First, you must establish who will own the followers and fans. Ann currently maintains a personal account on Twitter, but that wasn’t always the case. For many years, her personal and professional account was @MarketingProfs. That was the only way consumers could reach Ann on Twitter, and it was the only account she actively monitored. So what happens if Ann leaves? Many of those followers chose to follow @MarketingProfs because they were really choosing to follow Ann. This might seem inconsequential when you’re starting up your social selling effort, but if you’re successful, it could become a real issue.

Second, you need to set the ground rules for the brand. As I said, there’s a difference between personable and personal. Think through exactly how much personal information about the person behind the brand you will share on social platforms. This will avoid any misunderstandings.

Third, always try to utilize an owner or someone with significant professional or financial investment in the company as the face of the company. This helps alleviate the ownership of followers issues. It also minimizes the chances that you will have to one day change the person who manages the social accounts and thus change the overall brand voice. This can prove problematic and derail a successful social effort.

Finally, because you might have to make a switch, and that switch might need to happen immediately, always have someone waiting in the wings who can take over your social media accounts. This person should have access to all the passwords, be familiar with the current discussions, and, in general, be ready to step in at a moment’s notice. You’ll likely want this person to handle some of the social media efforts while your primary person is on vacation, on weekends, or on holidays so that he or she gets a working knowledge of the social media platforms, audiences, and conversations.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.