Johnny Cash was often perceived as a hard drinking, hell raisin, authority defying man- which he was throughout much of his life. Yet the true essence of Johnny Cash could be in the fact he wore black on behalf of the poor and hungry, on behalf of “the prisoner who has long paid for his crime”, and on behalf of those who have been betrayed by age or drugs.” Yet perception is reality and like Johnny said “life ain’t easy for a boy named Sue.”
Perception is reality is an unfortunate fact when it comes to naming or branding a product or service. Social media has a history of snappy, silly, cartoon like names meant to inspire a smile rather than a knowing nod. Names like Google, Bebo, Twitter, Facebook, Plurk, hi5, digg, Bit.ly, del.icious, and Orkut do little to inspire the perception of serious business tools.
What would happen if the two largest and most successful social networks, Facebook and Twitter, had serious names?
Facebook aka CRMA
Facebook’s name does little to describe it’s versatility and powerful role as a business tool in today competitive economy. What would the adoption rate and acceptance as a sales and marketing channel be if Facebook was named CARMA? Facebook is one of the most valuable customer relationship management (CRM) tools available today.
Customer: the focal point of every business
Relationship: creating relationships which tether consumers to your product or service
Management: showing up in the network to listen, respond, and offer help
Aggregator: collect and aggregate your brand’s consumers in one spot where they can communicate, find answers, and express their love your your product or services
Twitter aka MUSCLE
Twitter is often perceived as a fad or game due to the perception the name evokes with many potential users. The reality of Twitter is that it is one of the most powerful real time lead generating prospecting tools available today. What if Twitter was named MUSCLE?
Multiple: multi ways to prospect for new customers
Utility: the satisfaction involved in Twitter’s multiple uses
Sales: make offers in real time, close sales
Channel: measurable sales channel with specific etiquette and return on investment
Lead: keyword searches reveal real time consumer conversations providing leads for your company
Equity: brand equity built through real time engagement, service, and offers
Many of you have scoffed at using Twitter. I use it to manage many of our corporate client’s accounts. One of the best uses of Twitter for a Realtor is as a lead generation tool. Here is a simple example.
I received a comment on my last article that stated my reader did not yet know how to use Twitter. The following is a search I performed in 45 seconds! The results I posted in my response to the commenter:
Twitter Search: Example of Lead Generation
My subject is a San Diego area Realtor. My goal is to find people searching for homes to buy in that area. Here is what I did to find a prospect:
Go to Twitter
Find the Twitter “Search” box
Input the keyword phrase “house hunting in San Diego” here is the return:
“Briana_McDonell House hunting in San Diego county” 1 day ago from TweetDeck
Briana is a Millennial woman and a prospect
Briana posted this message 1 day ago
create a keyword list for your city, neighborhood, region
In a recent Penn State study“Tweeting is more than just self expression” Associate professor of information science and technology Jim Jansen and Abdur Chowdhury Twitter chief scientist examined 500,000 tweets to determine the messaging content. The results are very encouraging for businesses willing to view Twitter as a new marketing and sales channel in its infancy. The most important point in the study? Twitter strategies, Twitter planning, and Twitter etiquette must be formulated before a company launches their Twitter efforts.
5 Twitter Facts: Twitter Connects People to Brands, Companies, Products, Services
20% of the 500,000 tweets “contain requests for product information or responses to the requests” about companies and their products and service
“People are using tweets to express their reaction, both positive and negative, as they engage with these products and services”
“Tweets are about as close as one can get to the customer point of purchase for products and services.”
“. . . people were using tweets to connect with the products”
Many of the brand comments were positive and not negative as many companies initially anticipated