Question – Why are over half of CMOs uninterested in Social Networks?

Maybe because they don’t like change, feel it’s too complicated or can’t measure results.

I can appreciate where they’re coming from, because I felt the same.

But if knowing what customers think of them or their products is important, then getting ’social’ is the way to go. But how? Should a CMO be social for social sake or should they have a focus, a plan?

Absolutely and here are three strategies to help make their ’social’ experience fruitful and constructive. They are to; a) always be present in the research cycle, b) fix any problems and c) get to know their customers better.

Assist in the research cycle

Customers don’t like to be sold but they do like to buy. They no longer listen to marketing campaigns. Instead, they conduct their own research in social environments, including the web. So the trick is, be where they are and communicate with them — often.

Smart CMOs offer lots of free information about their products and services, put up fun and interesting information in pdf format for them to download – free, produce videos on youtube.com. Have a blog where their customers can communicate with them direct. All these things build interest and trust.

If customers are saying bad things, CMOs have a chance to put the record straight

It’s never nice to be in the dog house with customers. But smart companies have figured out that by putting themselves in front of them, they have an opportunity to fix any problems or complaints. As a result, they grow from the process, while gleaning a ton of vital and insightful information.

Get to know their customers better

We’re all social beings and we’re happiest when we’re together; so why not live a little?

Smart companies get in the trenches; get to know their customers’ deepest fears, hopes and desires. But CMOs know, customers will not open up unless the CMO opens up a little first – allowing them to get to know them better. In due time, they’re in an amazing position to design products and services their customers love buying from them.

Result: Fantastic long standing relationships plus bigger, steadier, ongoing profits.

So go on… get social, you’ll be glad you did.