Useful or Useless, You decide…

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Is your social media useful?

In challenging Christensen’s Theory of Disruption, Tech pundit Ben Thompson points to Apple as Christensen’s blind spot in the theory of low-end disruption.

Christensen asserts that with low-end disruption, buyers focus on price and are unwilling to pay extra for features that they don’t need. So, better integrated feature-rich offerings will fail in this market where buyers are satisfied to just pay for the basics they need. This of course begs the question: what are the basics that (target) customers require.

Thompson argues that Christensen’s theory applies more to businesses than consumers. He points to Apple’s focus on differentiation focused on design and user experience, something that people – unlike cost-focused businesses – are willing to pay for.

It’s the emotional attachment that people build with Apple products. They design for people, not just shelves. As this Apple ad intones, “We spend a lot of time on a few great things, until every idea we touch enhances each life it touches… This is our signature, and it means everything.”

How does your product/service stack up? Is your organization and its social media useful?

American Express offers these 5 ways to building meaningful relationships through Social Media. Their tag:When it comes to social media, it’s better for business to cultivate meaningful relationships than simply collect friends.”

Here’s how:

  1. Be real… Use social media to promote the exchange of real ideas, and participate in the conversation in an authentic way.
  2. Don’t censor your followers… Sometimes this can hurt—people say a lot of things, and are especially emboldened when it’s not face-to-face. But because we let them be honest, they know they can trust us—and they’re incredibly loyal as a result.
  3. Don’t pass the buck… Social media shouldn’t be used as a stopgap… Equip your social media person with the tools and knowledge to respond directly, or let them find out the answer if they don’t know and communicate it with confidence.
  4. Find your niche… It’s your core audience that is most worth engaging via social media. It’s the people who like you from a recommendation from a friend or from your website who truly want to connect with your brand. Zero in on them; talk to them; connect them with each other. Keep the conversation going.
  5. Create brand ambassadors… Go out of your way to make your customers happy. Deliver outstanding customer service, engage them with relevant promotions and contests and treat them like people rather than customers. Never take a single customer for granted—make them believers in what you do. If those few people are excited about you, they’ll share.

This would be a good week for United Airlines to take heed!
United Airlines Tumbles After Social-Media Storm Goes Global

American Express Social Media Tips:
5 Ways to Build Meaningful Relationships Through Social Media

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This entry was posted in disruption and social media, reputation management. Bookmark the permalink.

One Response to Useful or Useless, You decide…

  1. sydhavely says:

    Great post. We’ll talk more about this tonight and the Thompson piece as well as the broader subject of business disruption. Thanks for posting this, Betsy.

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