When companies in most industries begin to use social media marketing, one of their first priorities is to develop is a group of brand evangelists. These are people who love the company, and will staunchly promote and defend it on the social web. A brand that is able to develop and mobilize its brand evangelists has a real asset, and a competitive advantage. After all, a company can’t be the ONLY source of the positive information shared. When other people also talk positively about your company, it’s more believable.
This is one place where direct sales has a real advantage over other industries when it comes to social media marketing. We already have brand evangelists BUILT IT, in the form of our independent sales force. What companies are working so hard to develop in other industries, WE ALREADY HAVE. The question is, are you using it? Are you showing your sales force how to effectively promote your message (instead of spamming)? Are you equipping them with the tools to effectively do so?
Most companies in other industries are at the mercy of whatever their evangelists choose to say, if they can develop them at all. In this industry, we already have our evangelists…our sales force, and we have the ability to provide them with everything they need to share our message successfully. Our brand evangelists have a vested interest in sharing the message well…after all, when the company succeeds, they succeed too. But if we neglect our responsibility to mobilize our brand evangelists properly, we’re walking away from a tremendous opportunity (one that companies in other industries would gladly pay a lot for.)
Direct selling companies, make sure you’re training your sales force on how to use social media properly. This is critical!!! And then be sure you’re providing the assets that your sales force needs to spread the message effectively.
You have a tremendous asset and opportunity in front of you. Don’t waste it!!!
Image Credit: Roland