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How to Sell Social Media – Twitter

November 28, 2009 13 Comments
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One of the questions I’m most asked is how do you sell social media to your boss or client. Sure, we’re in the space and can see the numerous benefits, but how does that transfer to a wary client?

A lot of that comes down to your belief in how social can work for businesses, and how you relate your client or boss’s needs into their social media equivalent. It’s not always easy, but it’s not rocket science either.

With that in mind, here’s the first in a series of presentations on how you can relate certain social media benefits to a business need. This time around it’s Twitter.  I hope you find it useful, and feel free to share with your friends, download, use on your own blog, etc. And if there’s anything you’d add to the presentation, drop it in the comments section below.

How To Sell Social Media To Your Client Or Boss
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About Danny

Danny Brown is Chief Technologist at ArCompany and an award-winning marketer and blogger. His blog is recognized as the #1 marketing blog in the world by HubSpot. Danny is also co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing.

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Ellen Rossano
Ellen Rossano

Danny-
Thanks for this and for posting it on Slide Share. It's easy to understand and right to the point, which is so important when trying to explain these platforms to bosses or potential clients. I am looking forward to the rest of the series!

MSchechter
MSchechter

I totally agree and think I was unclear. I am not arguing that there
isn't potential for smaller businesses, just a perception that only
the larger orgs can make enough noise to benefit. We've gained a lot
through our interactions on Twitter! In hind sight, I think I
misunderstood that you were offering something to an organization that
has already decided to interact online.

Justin Goldsborough
Justin Goldsborough

Hey, Danny. Extremely valuable presentation. Thanks for sharing. Especially like the three questions at the end.

Hi, Michael. I think the audit Danny suggested can actually be a great way for smaller companies to see where it makes sense for them to devote time in the social media game. The implied advice I'd give on top of that is deciding not to interact online is not an option.

At FH, we suggest these types of audits to clients just starting to build a social media strategy so they can make the most of their time and efforts.

That said, I think the Zappos tweet at the beginning of Danny's preso highlights the biggest challenge I have had in trying to sell/promote social media...Tony is obviously someone who realizes the benefits and has re-prioritized his job to do more Twitter/social media and less of something else. Helping leadership realize they and their employees need to make a similar transition is VERY hard.

Have had some success with two tactics in this area -- 1) Ask them to step away from the technology and think of how they'd handle certain situations offline. Then remind them these situations happen in social media every day. 2) What are a company's competitors doing? Sometimes that initial push toward the audit or entering the social media space comes because of the "a competitor is doing it, so why aren't we" mentality.

Any specific stories on what's worked best for you in getting clients to take that first step?

MSchechter
MSchechter

Great practical example of how Twitter can be used for businesses. The only question I would ask is if this is truly a bosses Number 1 concern. Fear of negative comments is a definitely concern, but I always find that the biggest question is "Is Twitter worth the time". It is easy for them to see how Twitter can impact a bigger organizations such as Southwest, Jetblue, Dell, etc., but I often see small to medium size business questioning the impact these tools can have on their organization.

Danny Brown
Danny Brown

That's where the social audit comes in, Michael - only go onto a platform if it's viable for you. Some of the best results have come for smaller clients, who can take away a lot of their advertising and marketing output when they see that the market is there for them.

Sue_Anne
Sue_Anne

Great presentation. Thanks for sharing ... especially with all the concrete examples.

Stephanie Gulley
Stephanie Gulley

Thanks for sharing your PPT with us. This is something that I'll most likely share with members of Social Media Breakfast San Diego. Btw, I didn't realize you were on SlideShare and just followed you. :)

Ari Herzog
Ari Herzog

Did you create this solely for people like your blog readers to read and share, or is this something you've presented in person?

Danny Brown
Danny Brown

Hi Ari, it's for readers of the blog (although based around conversations I've had in the past with clients re. Twitter's benefits).


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