Regarding the Pope

Much like the Americas in the late 1400s, social media is new and mysterious. So much so that its value has not had enough time to enter into common knowledge. If you look at some past examples, however, it is clear why social media is important.

People can say whatever they want about your brand

Your brand is what people say about you when you are not in the room.
-Jeff Bezos, founder of Amazon

This is a common quote among social media practitioners because it is true. The age of authoritative ads telling people about their products is ending. Social media has given people a platform to tell others how they feel about a brand or product. (see: I Hate Dell)

People don't relate to corporations
For years, many brands have been faceless corporations. Companies like McDonalds use characters like Ronald McDonald to give their brand a face so that people can relate to it. Social media functions in the same way by giving your brand a voice so that they can talk directly to their consumers. (see: JetBlue)

People DON'T want your product

"If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends." - Mike Arauz

They want the benefits that your product will give them. Social media allows you to sell them on a product, not just sell them the product. Interacting with the client when they're still contemplating a purchase or following up post-purchase shows them that there is more to your product than just the physical object. (see: Zappos)

People want to be part of the solution
Social media can be used much like a secret shopper: letting average people inform a company on how well they are doing. Customers want better service or products, and companies want happier customers. Twitterers and Facebookers would be glad to help out a company if it meant a better experience in the future. Plus, they'll do it without even knowing it, and they do it for free. (see: Customer Service)


People are in charge
You may have spent years building your company from scratch, putting in long hours, ignoring life at home, finally becoming a success, but guess what-It isn't your company any more. The people control their purchasing power, they control the media they consume, and they can control how others feel about you. Working with them helps you work with them, not for them or against them.