Social Media is Just One Big Referral Network
Hop onto Twitter or Facebook pretty much any evening during prime time and you’re almost certain to see some friends posting comments or tweeting about TV shows. Who hasn’t seen many a comment about Lost or Glee? In fact, I’ve seen so many comments about Glee, I’ve thought about watching it just to see what all the hype is about. Those friend recommendations piqued my interest more than any TV commercial I saw about the show.
That’s the power of social media. And it’s a power NBC is harnessing as it continues its “Fan It” initiative into the 2010-2011 TV season. Fans signs up on the NBC website and then earn points for talking about NBC shows on Facebook, MySpace or Twitter. Points are good for NBC merchandise (wonder how many points I’d need for an Office bobblehead?) or for entries into mega contests (wonder how many points I’d need to appear on Parks & Recreation?).
In an Associated Press article last week, Adam Stotsky, president of NBC Entertainment Marketing, is quoted as saying, “A recommendation from a friend is infinitely more powerful than any message we can put out through conventional marketing channels.”
That’s sums up nicely what social media is all about and why it’s critical for businesses to be part of the landscape. Social media has expanded the concept of word-of-mouth marketing beyond asking our neighbors to recommend a good plumber into a global network of referrals.
If your business isn’t paying attention to social media, it’s missing an opportunity to reach potential customers, reward them for their business and respond to their questions or complaints. Last week I asked on Twitter if anyone could recommend a good company to pressure wash my house. I received a recommendation from a Twitter follower so plan to call that business this week.
What would have made that example even more powerful is if this particular pressure washing business was on Twitter and could have reached out to me directly, possibly offering a free estimate or a discount.
I applaud NBC for recognizing the massive referral system that is social media and hope it serves as an example to other businesses that engaging your customers, rewarding them for their efforts and thinking beyond conventional marketing channels has to be a part of your business plan.
Really good post. I especially found it interesting and useful where you stated “Social media has expanded the concept of word-of-mouth marketing beyond asking our neighbors to recommend a good plumber into a global network of referrals.”
That really made me think. As a budding internet marketer I joined Twitter but NOT TO SELL ANYTHING. I see so many sales offers but the tweets that really grab my attention are those that express an opinion or a feeling. Maybe I am wrong but to me I will use Twitter only a place to create RELATIONSHIPS. if these relationships blossem then perhaps some future JV arrangement could evolve…but this would be OUTSIDE of the Twitter environment.
I like to buy from people I know, like or trust…that’s my philosophy and I truly believe most people think the same way. Do you think my strategy is flawed?
Peter — Great comment! I think you’re absolutely right to use Twitter to build relationships because it’s quite possible one of those relationships could turn into a business opportunity. But I also believe you can actively be on the lookout for business opportunities on Twitter. Certainly that doesn’t mean spewing 25 tweets a day all about your business. That’s a sure way to turn people off. But there’s nothing wrong with looking for people who might be talking about the product/service you offer and responding. There’s nothing wrong with the occasional tweet mentioning your business, a sale or a new product you’ve launched.
I think you’re right in that people do like to buy from someone they trust. That can go back to building relationships on Twitter. Even though we’ve never met, if I have a relationship with you on Twitter, I may feel comfortable buying from you. I also suspect this next generation of young people who have grown up on technology will be more likely to pay attention to what people are saying online – whether they truly know those people or not.
Does that answer your question, Peter? Thanks for commenting – great discussion!