Crap is still Crap…

OK, so this post is a bit out of character for me but it is something that comes up all the time so I wanted to at least address it and then move on.  As you read through my posts my focus is on keeping things positive and giving some ideas, solutions, and helpful insights into how you can create more positive relationships leading to Advocacy and positive Word-of-Mouth.  This post is different.

I can’t tell you how many times I get asked this question after giving a speech on Social Media and Word-of-Mouth on Steroids, “My business is really struggling and I know we have the best product or service, how can I use social media to improve this situation and drive more sales?” Or at least some version of this type of question.

My approach is to tell people the way it is or the real, authentic, straight story – at least from my vantage point and perspective. So regardless of the audience, I always give an answer that has something like this included in it, “Crap is Crap and no amount of social media can fix a crappy product or service, it can only amplify its good or its bad. Authenticity rules in social media and people will talk about what it really is, not what you want it to be. Spend the time to get your product or service to not be so crappy and you will then be able to create viral word-of-mouth about it and drive more of the right people to you and that will drive sales”.

Granted, that is NOT the answer they wanted to hear but it is the answer they should understand. Get your house in order and then the social airwaves will be your best friend and people will spread the right kind of word-of-mouth out there about you and your product/service. It reminds me of the well used phrase, “You can dress up the pig but it the end, it is still a pig”. If you are trying to sell pigs, then this approach works. But most are trying to sell something else and in the end, everyone figures out it is a pig and not only leaves, but leaves spreading the wrong kind of word-of-mouth – negative.

Social Media and specifically Word-of-Mouth is an extremely powerful tool to have in your arsenal but it isn’t the “silver bullet” some may lead you to believe.  It creates massive leverage when done well and correctly and can be the most cost effective and results oriented aspect of your sales and marketing program.  If you get the rest of your business “right”, we can make social media put it on steroids – but it has to be right.