Working with SMI* on social media cannot not be too transactional. Social media software and UX were simply not built for it. We cannot get around that basic fact. So instead, focus on getting leads and acquiring SMI followers.
Yes, it’s all about leads and acquiring SMI followers.
True, top software platform strategists and architects of platforms such as Instagram and Twitter are now trying to change that. They are trying to re-engineer their system flaws to promote and execute product buying, as if you’re interacting with a TV or eCommerce website. They are working on it.
Nevertheless, what they’ve ended up with so far are just software patches applied to the current workflow. Whereas what they really need to do is re-build their app completely from scratch. They need to move away from their original software strategy of community-building to one-click-buy-FAST-now eCommerce…
Instead, the most transactional outcome one can expect from social media platforms is generating leads and acquisition of SMI followers. These new leads you’ll get – the people who follow you – they need to see you. They need to get to know you, and understand over time what you are selling, to be able to buy from you. All in due time.
There are – however – some exceptions. WeChat, for example, was built differently. Therefore many eCommerce transactions there are as natural as building followers and community building. So it can be done, if built for that!
SMI* = Social Media Influencers