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Channel: Web Liquid | thinking:returns » Posts by Ben Semmar • Web Liquid | thinking:returns
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Social Principles: Start With Why and End With ROI

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People don’t by what you do, they buy why you do it.

Do you know why your business uses social media? Most people can say WHAT they use social media for, but herein lies a critical disctinction. WHAT you use social media for might be something like customer service or to build awareness. Figuring out WHY you use social media is a little trickier. Understanding WHY your business uses social media is about knowing the purpose your brand serves to the community. This goes beyond delivering quality content and effective community management – those are examples of HOW you might make your purpose more tangible to the community. Understanding WHY your brand uses social media gives you – and the people you’re trying to reach – cause for action.

Companies that focus on WHAT they use social media for tend to rely on persuasion when communicating their “message”. Companies that start with WHY in social media don’t need a message, because everything they say, everything they do, comes from a place of authenticity; it’s all a reflection of who they are and what they stand for. These companies build confidence and trust with people, both of which are the cornerstones of successful social media marketing.

When you start with WHY, you put your business on the path to ROI. When you know WHY your brand is using social media, when you know your brand’s purpose, it’s easier to know HOW to achieve that purpose. When you start with WHY you can better prioritize your investments, and know precisely WHAT you should be measuring to track ROI.

Do you know why your business uses social media?


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