Why you shouldn’t aim to beat the competition

Categories:Social Media
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Business is naturally a competitive environment, we have a built in DNA to grow our business, compete in the market…beat the competition.  

Social media is a different way of seeing the market. It is about winning, not by beating the opposition which can be costly through promotions, ad spends etc …..but winning as a by product of cooperation.

Social media recognises the human need for connection. It recognises that conversation and being there to help, to educate, to entertain is the fuel for society to succeed. Therefore conversation leads to connection (if done properly!) and connection allows you to influence the buying pattern of the consumer. So…

  • You create engaging conversations
  • To create connection
  • Connection opens the consumers mind to purchase from your brand
  • Purchase leads to growth
  • Connection after purchase leads to loyalty
  • Loyalty leads to growth
  • Growth leads to beating the competition

But beating the competititon is a by product….too many companies have this as their main goal with social media used to deliver it….no, social media works best when the main goal is connection.

Screen Shot 2012-10-19 at 09.08.08

Author:
Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

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