Read this post in: French
Whether we like it or not, everything seems to have gone ‘social’. Social media (which has for me only little to do with media), social business (on which I merely agree with Stowe Boyd’s definition), social platforms, social commerce…
One of the latest additions to this list ‘à la Prévert’ is social customer. Our customers are now chatting online, extensively using (or not) social media, and we, benevolent companies (we are not yet social businesses, but will be very soon), are listening to them, engaging with, and, ultimately, selling them our products and services, which they will afterword comment together in social networks… This looks great, except that the social customer doesn’t exist.
Customers are still customers, regardless of how you look at them, and the fact of using new tools doesn’t mean they will buy more of your social-mediated products. Calling your customers ‘social’ is a lame attempt to say: “hey, we are a social business, notice how cool we are: we are both tagged as ‘social’. So let’s be friend, and for sure you’ll love what we are showing you”.
It is time for companies to grow up, and that rather than calling their customers ‘social’ and focusing on tools that are mostly meant for private conversations, they begin to build trusted relationships through their own channels and tools, and follow a business -not bozo- logic. Your customers deserve to be considered seriously, so does your business.
More on that in the presentation below: