As I mentioned in last week’s post about the top excuses companies use for not investing in social media, I wanted to provide a follow-up list with recommendations on how to respond when you encounter such a challenge from a client or prospective client.
Excuse #1. We don’t have the resources.
Response – Take advantage of platforms such as SocialOomph to help take care of some of the heavy lifting associated with having to post frequently and schedule tweets, when possible.
Excuse #2. Can’t justify the costs because it’s too difficult to measure success.
Excuse #3. Our company just isn’t ready for it.
Response – As sad as it may sound, don’t push a company to get involved in social media if their heart isn’t in it. If they don’t understand it or don’t believe in it, then it’s likely its efforts will ultimately suffer. Keep filtering them information and case studies and hopefully they will come around soon enough.
Excuse #4. It’s only good for consumer brands.
Response – Find case studies and articles that showcase why this just isn’t the case. Here’s a good article, for example.
Excuse #5. We have more important things we need to focus on first.
Response – The Internet audience is huge and it’s critical to involve social media tactics in everything we do. Not only do target customers read print publications and watch TV, but they pay attention to blogs, Tweets, etc. to get valuable information, and we need to leverage these valuable tools in order to have the greatest chance of expanding our audience and meeting our clients objectives.
Excuse #6. The audience isn’t quite big enough.
Response – Show them the numbers! 48% of Americans are members of at least one social network. See here.
Excuse #7. Our customers don’t really engage in social media communities.
Response – They may not engage, but they are definitely paying attention. Type in a company name in a Google search and you’re sure to find at a mention in a news article that ran on a blog or a comment that a reporter or even an analyst made about them.
Excuse #8. We can’t compete with larger competitors.
Response – Ever hear of Panchero’s? How about Blatz Market & Liquors? These are two great examples of how the ‘little guy’ has used social media to compete against bigger players in their field. Awesome Mashable story here.
Excuse #9. There’s too many networks to keep up with.
Response – Legitimate excuse. However, do an online audit and find out where your customers interact the most. Having a presence in one network is better than being engaged in zero.
Excuse #10. It’s a fad just like MySpace was, it’ll pass.
Response – Immediately end your relationship with this client or prospective client 🙂