I'm sure this topic is going to rattle the cages of some self-proclaimed social media gurus, or social media ninjas (as some call themselves). There was a time, just a couple years ago, when many of these social media consultants proclaimed that traditional marketing and advertising was dead and that social media was the new way to reach your target audience. They were wrong.
We've had several years to gain insight into the power of social media and the best way to use it. What we've learned is that it isn't about customer acquisition. It's more about connecting with and supporting your existing customer base.
We are in a world where big corporations can take on a more human role by distributing connections to customers throughout their company and not leaving this job to just the marketing department, or just customer support. If you've never read Jay Baer's blog Convince and Convert, you should. One of his most recent posts is about using social channels for engagement and not blasting out more spam that will simply be ignored.
If you're using Twitter, Facebook, and Google+ to only blast out deals and promotions, then you're blowing it. But if you're using these social channels to connect and interact with your customer community in a way that engages them as more than a customer then you are working the right angle. I'm not going to get into what you should be posting about but just keep in mind that your promotions and deals are ok as long as they aren't the bulk of your conversation. One quick way to get ignored or dropped is to come across as always trying to get the next sale.
Perhaps you're thinking, "But ACME Corporation (fill in the company name) gained 43 new customers with a social media campaign last summer!" ok, I doubt it, but let's say this was true. Just because your son has a swoopy haircut doesn't mean he's going to be the next Justin Bieber. Chances of that are next to nothing. And the chances of your company successfully acquiring a whole swath of new customers from your social media efforts is also as abysmal. Can it happen? Sure! But probably not in the way you hope.
Social media, more and more, is recognized as a powerful way to connect with your customers in ways never before possible. Use it as a way to engage people who already know and trust you and you'll get a whole lot more bang for your buck.