On Social Value

One of the primary challenges many companies face using social is a lack of understanding of social value.

Because they misunderstand social value, these companies (and many individuals) fail to create enough value to be relevant and to create a connection. These organizations (and people) produce content that talks about their company instead of their client’s company. They produce content that pitches their product, instead of addressing their client’s challenges. They withhold anything actionable or valuable in the belief that the only way they will ever capture any value is by selling their product, service, or solution to the people with whom they hope to engage.

This is why their social marketing efforts fail. Because they withhold value, there is no engagement. Because they create no social value, there is no social connection. This is a recipe for failure.

The best remedy for this ailment is to separate social value from “the ask.” When you are creating social value, you don’t worry about “the ask.” Instead you worry about the value creation and the connection with the audience you serve. When you ask, ask directly and make it easy to say yes.

Creating value and asking are two separate activities, and they are not seeking the same result. Worry about the value creation, and the ask is easier.