Martin Metzmacher

A reason why businesses hesitate to start with social media is that they don’t understand what they actually means. For a long time, we lived in a world when businesses could buy pretty much everything they needed, and sell their aimed product. They could just buy most of their resources and call whoever is selling it and they just buy it. However, the age of social media is also the age of the post-industrial production where industrial manufacturing has gotten so cheap that, for a lot of things, it doesn’t make sense to have them made anywhere else but in the cheapest countries. I guess that is mostly China, India, Bangladesh, and places like that.

Client doesn’t know what he’s getting

There are new things coming up because a lot of money now is made in the creative process. The manufacturing is not as important anymore, but it’s all about the ideas; being creative and making something unique. This requires a lot of trust from your clients; that it’s not a uniformous product he’s getting, or something he can get from other people. He knows that he is getting something unique. This includes a social media strategy, a website, a design, a logo, etc. The client is getting something from you, but he doesn’t know precisely what he is getting. Because if he knew exactly what you would give him, he could tell it to someone else and get it cheaper. You need to understand that the services you give clients right now require them to trust you. He doesn’t know what he is getting beforehand. The only thing he knows is that other people like him have made business with you, and they were happy about it.

Trust: a business resource

This trust is even more important with the social media now. People are becoming fans of your product. People are liking you. This is probably going to be the most important resource in business, Trust! People trust you, so they tell their friends about you. That way, you can generate business from friends of friends. You need that trust, and it is something you cannot buy. It’s a resource that is out of your control. The only thing you can do is deliver a good product.

In fact, this is why some people don’t want to get into social media. They are afraid of building that trust, and they feel that it is something they cannot control; something that they don’t know much about. It’s something that their marketing book doesn’t tell them, that their managers aren’t used to, and that they are used to building cheap things, but not trust. Understand that in order to run a successful business, you will need to have customers that trust you. They will be happy if their friends would go and buy the same product that they get from you, and they would be happy to send them to you because you and your guys did an excellent service.

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