The successful social buyer has a game plan with multiple opportunities to win. Think of them as the “Social Head Coach”… Typically, this person has influence and exposure within the organization (either private or public). Certainly, they can have a “C” or a “VP” within their title. However, a vocal pioneer or maverick ready to blaze a trail and ask for forgiveness with an open minded corporate architecture for new opportunities can be just as successful. They understand the ultimate goal is to show results. Those results hopefully will result in an increase in revenue or a reduction in expense. However, they embrace the “tangible intangibles”. (thanks to Kim Kobza for the terminology). They understand the goal of social communication is to move needles and establish a method of continued access to their stakeholders. I.E. (employees, partners, customers, citizens, members, volunteers….) The Social Buyer is like a head coach and prepared for a change in the game plan when the “defense makes a score” or an important player is taken out of the game (Twitter, Facebook, etc… goes the way of Friendster and MySpace). They understand the importance is not just to talk to the social realm but to listen to them. They respond with a human response and not corporate double speak. The interesting thing is many old school companies are best positioned to sign on to a vision. They get that established success and maintaining their market presence means being on the front end of game changing technology and customer engagement. Not every trend will succeed. However, missing one can be death.
The “Anti-Social Buyer" is entering the social realm with the idea it is just another place to sell and promote widgets. They enter with full ear protection and a bazooka loaded with promotional garbage. When this buyer is asked in a conversation surrounding, what are the results or opportunities company x is looking for with a social plan… “Sell more widgets”… How about improved customer care, brand loyalty, product innovation…? “SELL MORE WIDGETS”. This is NOT your social buyer. They may still be on board with a decision but this has a low opportunity for a successful deployment and a long term partnership for both parties.
How would you change the view of this myopic individual? Can you?
