No matter if you sell insurance policies, ice cream cones or widgets, if your business expects to succeed in Social Media I believe it must not only think like a service business…it must actually serve.
The most effective social media strategies (three named here were presented at last year’s Social Media conference – Benjamin Moore, Intuit, Coca-Cola) involve some sort of service, embedded within the company’s big idea and communicated with the brand’s voice.
Benjamin Moore’s social strategy is a good example. The big brand idea is “bringing the colors of life, to life” (or so I’m paraphrasing) and the social extension is all about helping you do that through expert community advice and help.
Social can be thought of as just “cool stuff” and a way to get “free plays” of TV spots (and for some that may work), but I think it really is best utilized when thought of holistically as part of a marketing mix – the part that directly serves a benefit to your customer.