A Coca-Cola exec said this week that social media isn’t driving short-term sales. Traditional media jumped all over it, eager to report that social media doesn’t work.
In our Twittified world, a lot of people got their information from the headline, and stopped there. If you read any of the dozen stories about this, you’ll see it actually reaffirms the value of social media: building long-term relationships with your brand.
If Coca-Cola, which is an in-the-moment purchase trying to build brand loyalty, says the value of social media is about relationships, then surely that is 10x for service-based companies focused on providing trusted advice and protecting dreams.
From a marketing standpoint, continue putting social media in the same camp as other relationship building efforts and you will win. Look at it as a driver of short-term sales and you will lose.
And if other companies in the relationship business start doubting the power of social media, you’re in an even better position to succeed.