It's Personal

So, Facebook messed with your business page today and you’re bent. Just one more sign that you still don’t get it. It’s not about business. It’s personal. And until you get that you won’t make meaningful connections.

Okay, maybe that’s a little harsh but here’s the deal. The guy running your marketing department wants to make social media work because “everyone is there” but he hasn’t come to grips with the real reason social media exists. There has been a cultural shift. Our society has moved from the Information Age to the Participation Age. And the participants are in charge.

Selling is no longer an informed sales rep versus an uninformed buyer. Prospects and customers have access to information, too. And most of it comes from sources other than you.

Marketing is no longer broadcasting messages over open air. Prospects, customers, patients and members are subscribers to the information they want and their friends influence their preferences.

This is all so much bigger than your Facebook business page. Heck, it’s even bigger than Facebook. It’s about your approach to doing business (yeah, you’re still in charge of that). But you’ll have to pin a few new adjectives near your brand promise starting with open, approachable, and conversational. It may not be easy but it will be personal.

Let's get personal. I'm on Twitter @timbigfish and at www.facebook.com/timcnicholson