3 questions to apply “Lean” to social media.

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Lean thinking is well established in manufacturing and office operations, but social media?

Hardly?

Lean thinking is all about the removal of anything that does not add value to the customer. So, if we extend this a bit to potential customers as well, given that  Social media is now being extensively used in marketing programs, and ask ourselves weather that post, tweet, or message of some sort is adding value, or just clogging up the recipients feed.

For most of us, time is our most valuable resource. Therefore, it should be incumbent on us as responsible marketers, setting out to gain the interest, and trust of customers, not to waste their time with trivia, irrelevance, and what amounts to directed SPAM.

Most people reading this blog are still working out their menu of Social media usage. Each platform has differing characteristics of usage and ecosystem of users, and like most software, most users leverage a small percentage of the capability. Once you spend a bit of time and recognise which platform suits the way you want to interact, be ruthless about removing the “waste” by saying goodbye  to those that are not worth the investment of your time.

However, the advent of automated marketing is adding another dimension. Once a marketer has your email address and christian name, it can be hard to recognise a robot from a real person, and often the “Unsubscribe” button is hard to find.

Not a good way to engage a potential customer.

We should be asking ourselves a few questions before we send out anything:

  1. How does this communication add to the sum of knowledge “recipient”  has?
  2. What value is that knowledge to “recipient” , or are we just filling a quota?
  3. Where is the humanity of the message communicated?

Tough questions, which will both increase the response rate, because to answer them takes time, research, and sensitivity, and annoy less recipients, simply because the message will add value by addressing  their needs.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Communication, Lean, Marketing, Social Media and tagged , , , , . Bookmark the permalink.

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