Social media is not about knowing how to use the platforms

This from Joseph Neusu (@joseneusu), a digital marketing specialist from Johannesburg, South Africa.

Many brands have finally caught the buzz and have adopted social media marketing in one form or the other. However, many of them have also fallen into the trap of assuming that social media is all about knowing how to use the different platforms.

Whilst mastery of social media channels is very important, unfortunately it is not enough by itself. To succeed in the social media space, brands need to become real social entities. This transformational is not superficial but rather calls for total and radical attitudinal, operational and behavioral changes across all spectrum of the organization.

Clients, prospective clients, and referral sources are instrically social beings who enjoy connecting with peers and sharing experiences.

Human connections and interactions are as old as time itself and will always be a fundamental component of humanity forever. Social media didn’t invent conversations however it has simply made it easier and cheaper for people to be in touch with their loved ones.

Law firms and lawyers are quick to teach the how to’s for each social media platform.

• How do I set up my profile on LinkedIn?
• How do I connect with others and share content on LinkedIn?
• How do I create a Twitter profile?
• How do I get followers on Twitter?
• How often should I Tweet?
• Should I mix my personal and professional profiles?
• What’s a good title for my blog?
• How about a domain?
• How long should my blog posts be?
• How often should I post?
• Can I use Facebook for business?
• What’s the best time of the day to post to social media?

Rarely, if ever, do lawyers and other legal professionals ask how do we use these platforms to engage people, to nurture relationships, and establish trust in a real and meaningful way.

Everyone is focused on tactics and tools. Shallow beyond belief. No wonder why law firms are having mixed success, at best, with social.

Brands must… recognize that social media marketing is driven by strong relationships and trust between companies and their clients. …These relationships are nurtured by content interactions which help solve the customers’ major pain points.

Listen to your clients and prospective clients. Respond on social media and your blog to their concerns with real insight and commentary.

Listen to relevant influential sources, whether bloggers or the mainstream media. Share their offerings as an intelligence agent for your followers. Engage these influencers to build your own influence and establish trust.

Per Neusu:

Companies that want to adopt social media must make sure that they have the capacity and willingness to diligently listen to conversations in the community of their clients. Becoming a good listener is a critical success factor for brands in the modern economy.

Don’t start with “How do I use this platform.” Start with what ought to come naturally, connecting with others, socially.

Image courtesy of Flickr by Michael Coghlan