Social Anxiety

Most parents recognize an inherent reality in dealing with middle-schoolers: The adults work a lot harder on the relationship, with no immediate idea of how the “product” will turn out in the long run. We often wonder if messages are even getting through. Unfortunately, until the growing teen becomes an independent adult, no one fully understands the true return on investment.

Meet the business equivalent of a teenager: social media.

While social media is nothing new, that doesn’t mean everyone fully understands it or is comfortable using it. Participating sometimes feels a bit awkward. What should you say? Is anyone listening? And the biggest question of all: Is it worth all the work?

Many organizations want to know if social media is worthwhile now—and they want proof. But it’s initially difficult to pin an exact financial return on investment for social media.

Don’t let that dampen your enthusiasm. Social media allows you to connect with a remarkably large number of people in a way that feels very personal—and that can dramatically affect your brand’s likeability, as well as a customer’s emotional attachment.

Most marketers understand the power of relationships between brands and customers. Research backs this up. People do indeed choose brands they “like.”

So get comfortable online, and be resolute with adolescent social media. At the same time, be patient for the payback.

Amy Skidmore is an account executive at Aartrijk, an insurance and financial services branding firm.

SIDEBAR: Personal Connection

In his article “How Emotions Influence What We Buy,” Peter Noel Murray explains: “Emotions are the primary reason why consumers prefer brand-name products. After all, many of the products we buy are available as generic and store brands with the same ingredients and at cheaper prices. Why do we decide to pay more for brand-name products?”

Social media is powerful in establishing likeability and a personality for your brand. What you share, the tone of your conversation—that’s what first serves to cement a relationship with your customer. —A.S.