Even though brands have the opportunity to build authentic relationships that encourage loyalty and satisfaction, it’s still very trendy to try using social media as a tool to manipulate. The bad advice from this article from Social Media Today (titled “Grow Your Real Estate Business Using Social Media”) is an example of such manipulation. Here’s a quote:
“Social media simply makes it easier to reach out to more people but it does not guarantee that these people will buy from you. You still need to work on setting up your social media framework, then work it until you get the results you want.”
I can say with certainty that when it’s time for me to do business with a real estate agent, I hope to find one who’s passionate about more than just “getting the results” she or he wants.
Yes, consumers know that those they do business with need to make a profit to survive and thrive. But consumers also know that it’s much better doing business with brands and individuals who put people first, and who are passionate about their products and services.
The article also (unfortunately) advises:
“Find your ‘sweet spot’ and create an offer your target markets cannot refuse … When you have found the relevant answers, you will need to craft your offer and the corresponding marketing messages around this ‘sweet spot.’”
What this article doesn’t consider is that consumers more often than not can smell your carefully-crafted marketing messages from miles away. It also doesn’t consider that if you think you can offer consumers something they just “can’t refuse,” you’re bound to be disappointed.
Although this wasn’t as true a decade ago as it is today, marketing messages are only effective when a business has excellent products and services, honesty, and genuine passion for what they do. Without these things, marketing messages are just, well… marketing messages.
Excitement, innovation, and excellent products are why brands such as Apple are so beloved. Although Steve Jobs was profits-oriented (who isn’t?), could you imagine what it would have been like for him and his business if he focused on “working” social-media frameworks until he got the results he wanted?
I am sure the day will come when more brands and individuals will start realizing that consumers value passion and good products/services more than they value being “worked.” But, unfortunately, today is not that day.