Can we try this Social 'thing' too?
If I saved a pound every time I heard a corporate 'Dinosaur' wanting to test the social waters just because a competitor was doing so, I'd be a rich man by now. Out of jokes though, should you or shouldn't you be doing Social Media Marketing in your business? Who should make that call? Your CEO, CMO, Marketing Director, You (wishful thinking there) or your customers? There's no right or wrong answer here but generally the idea of opening up or testing a new channel should be driven through some kind of insight either gathered via data (highly preferred option by me) or through some key insights that you may come across when analysing your customer data and behaviour. Or through a 'lean test'!
Here's a quick acid test that you can easily 'try from home'. Facebook has an option where it let's you upload a list of your existing customer emails and it tells you how many of them are on Facebook. It's that simple! Whilst FB won't give you the individual customer data, it will tell you how many (total number) of them are using the FB network. Does most of your audience have corporate emails? Not a problem! You would be surprised to see how many of your customers use their corporate email to sign on to FB. My one piece of advise when doing this test is to not take this as the whole truth unless it's statistically significant. In CRO and lean analytics, one of the key principles is to use data to see which direction the wind is blowing but not to use it to change the direction immediately.
