Barnhart

Jay Baer of Convince & Convert put it best recently when he said, “The best – and most effective – social media programs aren’t based on promotions and message distribution. Instead, they revolve around removing friction and uncertainty for potential or current customers. It’s about marketing sideways, not marketing head-on.”

Amen!

We feel like we’ve been screaming this message from the mountaintops for a while now, but only a few seem to really get it. The amount of companies talking at their audience rather than talking with them is staggering.

Baer provides a couple good examples of large companies that are helping their customers via social media. My favorite is the Geek Squad example:

“Geek Squad makes its living providing technology configuration and repair services, via BestBuy stores everywhere. But yet Geek Squad has a YouTube channel that includes hundreds of videos showing people how to do it themselves. They aren’t trying to sell you services – at least not at that point – they are being helpful.”

I like this example because it shows how you have to give a little in order to get more back.

Along those same lines, a friend of mine went to change his car break pads a while back – something he had never attempted before. Midway through he realized he needed some help, but his car tires were already off and he couldn’t drive to a garage. His solution? YouTube. He found the YouTube channel of a legitimate car maintenance company and followed their video demonstrating how to change break pads. He was so impressed, he now brings his car to that company for maintenance he can’t do himself.

These are both perfect examples of, as Baer puts it, “understanding the difference between selling and helping. That’s understanding that social media success is a long putt, not a tap-in.”

The sooner companies realize that no customer or potential customer wants to be talked at or sold to and that they should find ways to support and help their customers, the better off they both will be.