Peter Drucker on Why Social Media Marketing

Why do you use social media? Because it’s free, because everyone else is doing it? Because you feel that’s where the customers are? The most pertinent reason to engage in social media marketing for your business is to get more business.

Image courtesy of IsaacMao

Social media channels like Facebook are a marketing tool only if you use them as a marketing tool. And as Peter Drucker, who Tom Peters has called “creator and inventor of modern management,” once said (probably his most famous quote):

The purpose of a business is to create a customer.

But that’s not a stand alone quote. Drucker further elaborated,

Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.

Marketing is a function of creating customers. Social media marketing is a function of getting more business. So, if you were able to ask Mr. Drucker the question: “Why social media?” I think his answer would be “To create more customers.

Are you creating more customers with your Facebook page, Twitter, or LinkedIn? Many of the business owners I meet have trouble answering that question. If you have trouble quantifying your social media marketing, perhaps it’s time you resolved to create customers. For that you need a strategy. Let’s look at three.

Social Media Customer Creation Strategies

Strategy 1: Customer Engagement

The Benefits

  • Keep customers active with your brand
  • Create customer loyalty
  • Spark word of mouth conversations

Think of using social media for engagement as part of your customer’s experience. It allows them to extend the experience beyond just your website, and your store. Platforms like Facebook allow you to have personal conversations and connections with customers, even if they are not actively purchasing. People forget, people get busy, people get sold. Social media allows you the opportunity to stay in touch.

Strategy 2: Customer Service Strategy

Unfortunately, people no longer expect good customer service on the phone. Social media, particularly Facebook, is an excellent way to handle customer service because it’s public. It’s an exceptional way to display your commitment to customer service and give good customer service.

Key Tactics

  • Encourage people to ask questions
  • Answer questions without being asked

Strategy 3: Profit Strategy

You must let people know you are on Facebook for business. It is OK to ask for the order, to let people know they can purchase something from you. People like to spend money, on things they like. Give people something they like and inspire them to purchase from you.

Key Tactics

  • Directly Sell
  • Put people in the sales funnel
  • Be available for purchase

Using social media marketing to get more businesses doesn’t mean to be a pushy salesperson. It just means that you should have a strategy that uses social media to create customers. Peter Drucker would have liked that.

*Note: To my knowledge Peter Drucker never created a Facebook page or had a Twitter account.

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