Bernie Borges is the founder and CEO of the digital agency Find and Convert. Having helped hundreds of small and medium-sized businesses growth their social business model and impact bottom-line, he’s learned a thing or two about how to transition from being present in social media to fine-tuning an effective social business strategy. The host of the digital TV show and podcast, The Social Business Engine, Bernie has (quite literally) become the voice for SMBs aiming to develop their social media influence.
Here with us today, Bernie breaks down the fundamental elements for how to grow a social business strategy. Though his principles apply to businesses of all sizes, he hones in on challenges specific to small social media teams. Not afraid to lay out the truth, Bernie gives us a healthy dose of reality, reminding us that while size does matter—at the end of the day, smart business involves adapting to shifts in consumer behavior, embracing cultural shifts in technology and maintaining fruitful relationships. Welcome, Bernie.
Hi Bernie, let’s start with the basics. What are the five pillars of social business?
The five pillars of a social business are:
1. C-Suite Buy-in
2. Marketing Is Not a Department
3. Employee Branding is Embraced
4. Marketing Technology Is Not an Option
5. Data-driven Decisions
When thinking about how to manage these pillars, should the strategy differ between large and small social media teams?
The size of the company matters. In very small companies, employee branding is not as realistic. Most of the burden falls on the social media manager. In larger companies with hundreds or thousands of employees, all five pillars need to be in place, especially employee advocacy/branding. The marketing department, especially the social media department (of one) can’t possibly engage as the brand and connect at the human-to-human level. That can only happen with employees who understand how to engage and with content produced and/or shared by employees.
How has consumer behavior changed in the past few years?
The consumer engages online a lot more today than five years ago. The consumer is quick to complain in the moment of an experience on his/her smart phone. And, the consumer expects an immediate response. Brands who are set up to listen to customer engagement and engage promptly are well positioned to win consumer loyalty and trust. Even problems and complaints, when handled promptly and in a human voice, can be overcome. There are examples of brands converting complaints into new customers.
How can we utilize this knowledge to better our social business strategy?
It truly begins with the mindset of being a social business. It starts with conversation about the company’s business strategy, followed by how can the culture and technology of social integrate into the business to support the strategy? This has to start at the executive level and flow throughout the organization.
Do you see single or small social media teams at a disadvantage when it comes to planning or executing a social business strategy?
Yes. But, if the small team can effectively harness the power of the employee population with executive support, amazing results can happen.
What can single or small social media teams learn from your clients’ success stories?
Social business success is a journey. It’s a maturation process. The reality is that for most companies the journey takes 3 to 5 years. It often requires a culture shift. Employees must be involved. Small teams need to focus on helping the business solve business issues. Business owners don’t care about vanity metrics. They care about getting and keeping customers. Address those issues through social and you’ll be well on your way to being a social business.