One reason many b2b companies are put-off by some social media efforts is the vast array of tools and strategies – it is too overwhelming for the busy business builder working to grow business and still have 6 or 7 hours of sleep each night. I’m not saying I agree, but it is common to see emails like this one in my inbox today:
Bar and Non-Bar URL Shortener Options for HootSuite
Huh? I was taken aback. First I don’t use Hootsuite but I am a registered user so get all their emails. Second, I was somewhat intersted but confused. I said to myself,
“Don’t read it – you’ll just be adding to brain overload” – but I did.
It went on to talk about new features of their social media platform, HootSuite – which is a professional Twitter client. With HootSuite, you can manage multiple Twitter profiles, pre-schedule tweets, and measure success. I also learned more about URL shorteners – which I use but don’t think about. No one did, until social media, especially Twitter took off. After reading this particular email I felt it was useful information – unlike much of the noise out there.
I was reminded about all the vast glut of information out there – noise – that one needs to get above and keep your messaging above – and keep things simple.
Like when you offer a choice. Offer two or three options. Why?
People don’t want to be told what to do, so if you offer at least two choices, they feel that they have control and are making the decision – even though you have narrowed down the field to your best recommendations.
Many of us offer our customers way too many choices. Research has been conducted on people making choices and it is clear – too many choices cause people to freeze. They will not make a decision, as they are over-loaded with possibilities. The American Psychological Associaton published findings in 2008 that basically showed that making choices depletes a resource in the mind – cognitive function goes down with every decision made – even fun decisions.
So, social media “experts” – if you want more business-to-business companies engaged in social media there needs to be a clear road map of paths and options, and easy steps for people to take – not unlike the clear path we all need to make to help our cusotmers buy when they are ready to.
If you don’t believe me, just sit in front of your television and decide what to watch with your 1000 channels.