As social media practitioners, we are fully aware of how we can use the many social media platforms to help businesses grow. However, we can’t expect traditional business outfits to get it as easily as we do.
I should understand this, because I, too, was a bit skeptical about social media and its business functionality when I was starting out. Admittedly, I started using social media for personal reasons (i.e. re-establishing connection with estranged friends and distant relatives), but as I got immersed in social media, I found was able to understand the power it had.
If you look at it in their point of view, you’ll find that there are, indeed, several reasons for them to be hesitant in immediately joining the bandwagon. Let me enumerate a few reasons I could think of:
- Lack of information. Owners of such traditional businesses may not have people in their company who can fully explain the benefits of incorporating social media in their organization. Now, would you easily agree to fund a project without knowing what you’re putting your hard-earned money into? I don’t think so.
- Difference in opinions within the workforce. It can’t be helped, senior level employees who haven’t heard of social media will oppose a proposal that younger employees, who have ideas on how to use social media to make the business grow, present. It may root from a lack of knowledge about social media or because of the green-eyed monster of jealousy.
- Lack of metrics. Social media uses a different set of metrics to measure campaign success. Now, we all know that the metrics we use don’t really sit well with conventional metrics used by traditional business and marketing campaigns, so it is but natural to hear concerns about social media marketing proposals.
- Lack of ROI measuring tools. It’s bad enough that business owners have a lot of concerns about social media’s use non-traditional metrics to measure success, the fact that there aren’t many choices for bundled tools that can measure social media ROI adds to the owner’s hesitance.
- Confusion over semantics. Traditional businessmen are used to hearing proposal using familiar business jargons. In the case of social media, we have way too many terminologies that you can easily get lost. Because social media terminologies don’t always have any relevance to traditional business lingo, it often translates as gibberish to traditional business owners and therefore means nothing.
If you think about it, these concerns are rather valid. However, if you really know your stuff, you’ll be able to address these concerns easily and put their concerns to rest.
What do you think?