Dear Customers and Social Media Users Worldwide,
My name is Brett Houchin. I am the newest hire at ExceptionalsSheets.com and have been “brought aboard” as the coveted Social Media Manager. Our President, Paul Saunders, is a businessman, first and foremost, and is not an active user of Social Media. On my very first day on the job, I made the mistake of referencing “Building a Brand” in a discussion with Paul about my Social Media Marketing strategy. Apparently, “Building a Brand” is a phrase previous marketing agencies have used with Paul when defining how they were going to spend his money without delivering definitive business results. Paul cites General Motors’ departure from using Facebook Ads in 2012 after determining that they didn’t pay off for their company.
I have quickly realized that I have an uphill battle to prove to our business that there is return on our investment in Social Media. We have a colorful cast of characters at our business and an office and warehouse that leaves no shortage of engaging content. We have a group of good people doing good work. I am going to try to leverage this as well as possible to build the brand. More importantly, I also plan to make the company some money in the process. Because ultimately, that is what us Social Media people are here for. Brand building is a noble cause, but it doesn’t keep the lights on if it does not definitively lead to sales.
Now, our President Paul Saunders would like to chime in on this subject. I’ll be back afterwards to wrap up. Paul?
My name is Paul Saunders. I do not have anything against Social Media, but I admit that I do not understand this phenomenon with ‘liking’, ‘tweeting’, and ‘following’. I do not have a Facebook page because I’m confident friends, family and certainly strangers are not interested in what my wonderful children look like with spaghetti all over themselves. Same applies to Pinterest, Twitter, etc. That said, I am not ignorant to the fact that our customers appreciate the interaction with our team and I’m open to anything our customers appreciate. Likewise, I unquestionably understand the importance of our “brand”. Unfortunately, Social Media agencies have made “building a brand” synonymous with “give us thousands of dollars, we’ll try our best, but we need twelve months to see results, and if it does not work it is not our fault, there are no guarantees, you can’t really define building a brand.”
Thus, Brett Houchin. Brett is a former “Blog & Video Supervisor” with Zappos and joined us just over a month ago. Unlike the hundreds of solicitation phone calls we have taken from Social Media agencies, Brett guaranteed he could drive traditional business results via his work. We have defined traditional business results as financial “Positive Return on Investment”. These things said, Brett has my full support in time, resources and investment. Together, we are going to try and prove that Social Media can drive real economic results for our business. I look forward to the results and am excited about having Brett on board. Group hug time. Back to Brett…
Brett here and, as you can tell, the heat is on. The studies are all over the board on whether or not ROI in Social Media exists, how it can be measured, what you’re doing or not doing to measure it, and a lot of other ideas that go on top of a giant pile of opinions from both sides of every issue, so there is still no clear consensus. REGARDLESS, I WILL PROVE THAT THERE IS A ROI WITH SOCIAL MEDIA.
Game time. First things first, we are going to offer many incentives to our customers for following us via Facebook, Twitter and on our blog in the form of exclusive discounts, deals, sneak peaks to upcoming sales and products, along with a lot of other perks. Today, we are offering 35% off a user’s entire order just for being a part of Facebook or Twitter with us.
Come by the site, the blog, the Facebook or Twitter page and engage with us, leave comments, post anything you would like and/or look at what we have to offer and take advantage of our incentives for being a Social Media follower. I am open to suggestions, so feel free to drop me some ideas on how I can improve our Social Media presence. We are a customer service oriented, if not obsessed, company.
In short, help me prove my boss wrong and keep my J.O.B.
-Brett, Social Media Manager/Exceptionalsheets.com
P.S. Let me know if you want to see a picture of me with spaghetti all over MYSELF. We can make that happen….always looking for content, as you know.