Top 10 Responses To Use When Dealing With Social Media Naysayers

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Companies need to understand that great moments are born from great opportunity

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.

Response – Research free tools such as Google Analytics and IceRocket that are available and monitor progress over a set amount of time to see if there’s any 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.

ResponseLegitimate 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 🙂

Thanks to
@Mikinzie and @JasMollica for their suggestion to referenceMiraclein the photo above


9 comments on “Top 10 Responses To Use When Dealing With Social Media Naysayers

  1. Great post (and not because of the shout out to me). All of these excuses and the responses to them are terrific. It’s important to let a client now that there are no or low-cost ways to get the word out. Any good PR person can show a client the a way to make a social media campaign work effectively.

    • Thanks, Jason! I know these last two posts may come off as a bit insensitive and ignorant towards the current economic climate, especially when using the “We don’t have the financial resources” excuse, but now more than ever is the type to really ramp up customer service and transparency efforts, and SM is a GREAT way to do that.

  2. Great post! Agree 100% with each point (especially #10 haha).

    So far, I’ve been able to have my clients engage in or hire my firm for a social media campaign. The problem is that they think they will have 20,000 followers and responses over night. As powerful as social media can be, it is so important to understand how that power is acheived and how goals are ultimately met. It is so important for companies to use social media but it is our job as PR people to help them understand exactly what it all means.

    • Thanks, Harrison. You need to find a happy medium with your clients. They want fast ROI and we need to educate them that SM is an ongoing process. It’s a marathon, not a sprint.

  3. Excellent piece. I love the fact that you point out that if a client’s heart is just not into social media marketing, any campaign you might accidentally launch will be doomed from the outset.

    I’ve always been of the opinion social media is not a “campaign” – it’s a commitment way beyond immediate returns and response rates. Prospects that insist on shoving their head into the hole in the sand will figure it out eventually.

  4. Very instructive piece with a lot of good information. Points 1-9 are spot on and I could not agree more.

    However I believe you are off base with point number 10. No matter what a client’s view is on SM it is never cost efficient to end a relationship. Especially in this economy. The better route to take would be to explain why SM as a whole is not a fad but that its methods of delivery change somewhat frequently and that is in no way out of the norm. It just doe not make sense from a business point of view to end the relationship when the next firm that snags the client will take the time to educate them about SM and will likely enjoy a profitable relationship.

    Overall though great post, I especially appreciate the links you included. This will be a good resource for me and I have already shared it with several colleagues.

    • Glad the post was helpful, Amy! As for #10 – I was being somewhat sarcastic. Not investing in SM because the company does not have any money is one thing, but thinking SM is a fad is another. I would in this day and age no company honestly think SM is a fad.

  5. Glad you find the ability to be sarcastic in these tough economic times 🙂 This double dip recession has thrown off my sense of humor I suppose. My firm has been struggling to attract new clients as of late. Once the economy turns around I’m sure I will be ready to laugh again. Let’s just hope its sooner rather than later.

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