By M. Isi Eromosele

Conversations are taking place everywhere. These conversations, which are occurring online, through social media sites such as Facebook, Twitter, blogs, review sites and others are about you, your company, your products or services as well as your competitors.

Increasingly, in today’s business environment, consumers are publishing as well as reacting to user-driven content and ignoring corporate advertising and Public Relations. As such, it is vital that companies understand as well as participate in social media, where these conversations are occurring. Their participation will enable them to hear what is being said about them, giving them an opportunity to devise how to handle what is being said and most importantly, how to become part of the conversation.

Social media has fundamentally changed the way we communicate, and most importantly, the relationship between companies and their customers. With the profound influence of social media, monologues have transitioned to dialogues.

Previously, traditional media had a top-down or one-way delivery, where companies basically told consumers what to buy as well as when and how to buy their offerings through traditional media – print, television and radio. Today, social media has changed that to a ground-up paradigm or multi-direction dialogue between companies and their customers in which both parties engage in ongoing interactive conversations through user-generated content.

Unlike traditional media, companies can no longer push products down on customers and casually expect them to buy them. This is the efficacy of social media: consumers make the ultimate decision on what they want to listen to as well as talk about.

Consumers have become increasingly resistant to cold, impersonal marketing messages. This is primarily because they are being influenced by the experiences and opinions of other consumers, especially those shared online. According to Nielsen’s “Trust in Advertising”, 78 percent of consumers believe in the advice of their compatriots. Additionally, this survey found that consumer recommendations are the most credible form of advertising. Word of mouth recommendation from a friend or trusted source who has actually owned a product is the No 1 influencer of consumer purchase.

Social media conversations are taking place with or without company participation. Do you want to know what people really think about your company, your products or services? Do you want to encourage a positive perception of your company and improve customer loyalty to increase revenue? Do you want to know what is being said about your competition, good or bad?

With a vast array of online social media sites to choose from, it is very important to have a sound strategy. First, find out where your customers and prospects are on social media by listening to and researching the current conversations. Create a social media strategy from what you learn.

It is imperative that you identify your audience as those that live within your target markets. Though your followers may expand beyond that area, focus your attention on these core target customers. You do not need to have followers in the tens of thousands…but you need to have a solid, active following. Remember: Quality….not quantity.

Your social media implementation should be used for achieving multiple objectives, such as improving brand recognition, highlighting customer experiences and success stories to humanize your company.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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