Social media practitioners: want to get better at your job? Learn one word:
“The individual connections and relationships made within social networks on behalf of organizations and brands don’t happen because the brands want to appear more approachable or more human. Those are nice side effects. But make no mistake, as unromantic as it sounds, businesses and organizations get into social media because they want customers (or potential customers) to eventually buy their products, feel better about having purchased their products, and have problems with their products resolved more efficiently, and they want to get insight on what might make a customer more likely to buy those products in the future. “The conversation” and “engagement” are just means to that end.”
We’re operating in a field which is still full of kumbaya and hugging. Social media is still a shiny object to many people – companies still come at it with a focus on the shiny object rather than on what they really need. In that context, asking “why” is critical to improving your odds of success.
Let’s take an all-too-frequent conversation that agencies have with clients: the “we should be ‘in’ social media” conversation. At face value, a statement from a client like “we should be in social media” has no meaning, direction or any sort of objectives whatsoever. However, by asking “why?” a few times, you can dig to the core of it. The conversation could go something like this:
A: We need to be in social media.
B: Ok, why do you want to be in social media?
A: Because we’re a customer-focused company and we want to get closer to our customers.
B: Fair enough. Tell me, what do you hope to achieve by getting closer in this case – why do you want to be closer to them?
A: Because we want to build a relationship with the people who use our products.
B: Great. So why do you want to build those relationships?
A: To help us hit our sales targets.
That’s by no means the end of that conversation – it’s just the beginning – but in just three questions you’ve dug down from “get me one of those” to a more focused objective of increasing sales volume. Other times that might be increasing loyalty; other times it might be gaining product insights. Once you’re at that point, you can help to re-focus objectives, and can work to build strategies and tactics that drive at the true business need rather than the one originally stated. You can apply the same things to strategic or tactical conversations too, with the end goal of driving better thinking, better communication and better business decisions.
What’s more, you can do the same thing internally. Instead of challenging or editing, ask:
- Why did you use that particular phrase?
- Why do you think that’s the right platform for this contest?
- Why do you think a contest is the right tactic for this objective?
- Why do you think we should be on Pinterest?
Build a team culture where asking “why” is the norm, and you’re well on your way to building a high-performance organization.
(Image credit: a_ninjamonkey)