Despite the high usage of social media by a huge portion of the population there are still people out there who are not on board the social wagon. So how do you convert the social nay-sayers into yay-sayers? How do you get the anti-social networkers on the social networks?
Lets look at the types of nay-sayers
1. Too Techy– There are many people who think that Facebook, Twitter and LinkedIn are just too technical for them. They get on and get lost. No on likes the feeling of being confused. No one likes feeling overwhelmed. Telling them that it is simple once they get the hang of it will only make them feel even less capable and push them farther away.
2. Its just a fad – There are people who still think that social media is going to fall to the wayside. That it is a big fad that can’t last much longer. They have been burned by previous networks (Friendster, MySpace) and don’t want to put the energy into yet another network that will just fail in a year.
3. No Time – It simply takes too much time. They barely have time to answer their email, how can they possibly make time for Facebook much less Twitter?
4. Uninterested – The uninterested are the people who will give you all of the above reasons and any other that will come to mind. They are the ones who latch on to every negative about social media. But ultimately they are simply uninterested.
Convert the Nay-Sayers
The Too-Techy are the easiest to convert, though time consuming. They fact that they are overwhelmed by it says they are interested but that they don’t know how to use it. Often when we get overwhelmed, we can’t even see how to start. So instead of taking the first step and starting the learning process, they often shun the whole thing. To lead them out of confusion you will need to do a lot of the leg work. Help them set up a profile, show them how to use it. Walk them through step by step and teach them. You will often have to keep coming back to show them more, or go over what you have already shown them. But if you take the time to really teach them, you can help move them beyond overwhelmed and get them online and social.
The Fad people are a little harder. Many of these are people who were involved early on. They were creating profiles on Friendster and MySpace. They were some of the early users. After creating profiles on network after network, only to have them get shut down by the next greatest thing, they have hung up their social network hat. It is like being in a series of bad relationships, at some point you don’t want to try again. Ultimately time is the biggest cure. They see that the big 3 (Facebook, Twitter and Linked) are here for the long haul, and many of them trepidatiously create a profile. Though you might not be able to get them to create a profile, if you engage with them when they do, they will get right back into the swing of it.
No-Time is another word for uninterested, though with less conviction. Many are interested but legitimately feel they do not have the time to do it right so why bother doing it at all. Well, from a business point of view they are not wrong. However, if they are doing it for personal there is not time commitment. Though yes, some people spend hours on Facebook and Twitter, there are plenty who only spend minutes. You do not have to have 500 friends. You do not have to talk to everyone. You do not have to play games. In short, you do not have to do anything you don’t want to do. If you help show them the value, like show them their friends who are on the networks. Show them the great things their friends are posting and show them how quickly it can be done, they will be more inclined to hop on for a couple minutes a day.
The Uninterested are the worst. Unfortunately there is not much you can do about these ones. You can tell them all the interesting things going on, explain the business value, show them how the networks are here for the long haul. They can have every family and friend every to enter their life be online waiting for them to join. The ultimate problem is that the networks seemingly offer them no value. They want to keep up with their friends? They call them. They want to use it for business? It is hired out. If you can find a way to show them how it is valuable to them, you might be able to generate interest. But otherwise, they are likely to stay out of the social pool.
Don’t Sweat the Small Stuff
There will always be people who will not join the networks. There will always be people who do not see value in them. However, these people are not your audience. This is why marketing needs to be spread out over a few different channels. Your audience will never reside in only one house. So the people who remain nay-sayers, you can let them be. They will find their reasons and you will always have your own to argue with them. But ultimately you are trying to reach the people who are the yay-sayers. So don’t sweat the people who say no and reach out to those who say yes.