Why Focusing on Customers Will Always Be Key?

Over the past 22 years in the communications industry, one principle has consistently guided my approach: focus on your customers, go beyond what they expect, and deliver more than you promise. This mindset has shaped my career, helping me build meaningful relationships and foster long-term loyalty. However, as we navigate the digital age, a troubling trend has emerged—social media is often misunderstood and placed on a pedestal as the ultimate key to success. While social media is undeniably powerful, it’s crucial to remember that it is not the king; it’s merely the best assistant we have ever had.

In this blog, I want to explore the importance of customer-centricity in an era dominated by social media algorithms, keywords, and trends. I’ll discuss why focusing on real people—our prospects and customers—should always take precedence over serving the robots, and how we can leverage social media as a tool rather than becoming enslaved by it.

 The Evolution of Communication

When I first started in the communications field, the focus was squarely on the customer. Everything revolved around understanding their needs, desires, and pain points. We tailored our messages to resonate with them, ensuring that every interaction added value. Social media was still in its infancy, and our primary concern was how best to connect with our audience through traditional channels like print, radio, and television.

As social media platforms evolved, they brought with them unprecedented opportunities for reaching vast audiences in real-time. The allure of instant engagement and viral potential was hard to resist, and many businesses quickly shifted their focus to mastering these new tools. However, in the rush to harness the power of social media, something important was lost—the focus on the customer.

 The Rise of Social Media as ‘King’

Today, social media is often seen as the key to success in marketing and communications. It’s easy to see why. With billions of active users across platforms like Facebook, Instagram, LinkedIn, and TikTok, social media offers an unparalleled reach. The potential to connect with your audience, build a brand, and drive sales is enormous.

But with this power comes a set of challenges. Social media algorithms, designed to keep users engaged, dictate what content gets seen and what gets buried. This has led to a fixation on beating the algorithm—posting at optimal times, using trending music, and incorporating high-traffic keywords. The result? Many businesses and marketers have become more focused on pleasing the algorithms than on pleasing their actual customers.

 The Problem with Serving the Robots

There’s a fundamental issue with placing too much emphasis on serving the algorithms of social media platforms: it shifts the focus away from the people who matter most—your customers. When your primary concern becomes figuring out the best time to post or the latest trend to jump on, you risk losing sight of what truly drives success in business: genuine connections with your audience.

Here are a few ways this shift in focus can be detrimental:

– Losing Authenticity: When you’re constantly chasing trends or trying to game the system, your content can become less authentic. Your audience can sense when your messages are more about gaining likes and shares than about providing real value. Authenticity builds trust, and trust is the foundation of any strong customer relationship.

– Neglecting Customer Needs: In the rush to create content that will perform well on social media, it’s easy to lose sight of what your customers actually want or need. Instead of addressing their pain points or answering their questions, you might find yourself producing content that’s optimized for engagement but not necessarily relevant to your audience.

– Missing the Big Picture: Social media is just one piece of the puzzle. While it’s important to have a presence on these platforms, it should not be the sole focus of your communication strategy. By over-prioritizing social media, you may neglect other important aspects of your business, such as customer service, product development, or even in-person interactions.

– Becoming Dependent on Algorithms: Algorithms are constantly changing. What works today might not work tomorrow. By relying too heavily on social media algorithms to drive your business, you risk becoming overly dependent on something that’s out of your control. When the algorithm changes (as it inevitably will), your strategy may no longer be effective.

 Social Media as Your Best Assistant

Rather than viewing social media as the king of your marketing strategy, it’s more productive to see it as your best assistant. Social media is a tool—a powerful one, yes—but still a tool that should serve your broader communication goals, not dictate them.

Here’s how you can leverage social media effectively while keeping your focus on what truly matters—your customers:

– Use Social Media to Listen: One of the greatest strengths of social media is that it allows you to listen to your customers in real-time. Pay attention to what your audience is saying, the questions they’re asking, and the problems they’re facing. Use this insight to inform your content and product offerings, ensuring that you’re meeting their needs.

– Provide Value, Not Just Content: Instead of focusing on what will perform well in the algorithm, focus on what will provide the most value to your audience. This could be educational content, behind-the-scenes looks at your business, or stories that resonate on a personal level. When you prioritize value, the likes and shares will follow naturally.

– Maintain Authenticity: Authenticity is key to building trust with your audience. Be true to your brand and your values, even if it means not jumping on every trend. Your audience will appreciate your consistency and honesty.

– Focus on Relationships: Social media should be a platform for building relationships, not just broadcasting messages. Engage with your followers, respond to their comments, and show genuine interest in their feedback. These interactions build loyalty and turn customers into advocates for your brand.

– Integrate Social Media into a Broader Strategy: Social media should be one part of a larger communication strategy. Don’t neglect other channels—whether it’s email, your website, in-person events, or customer service. A well-rounded strategy that integrates social media with other touchpoints will create a more cohesive and effective customer experience.

 The Human Touch in Social Media: What the Big Players Are Doing Right

The most successful companies in the social media space understand that while algorithms are powerful, the true value lies in human creativity and connection. The major platforms—Facebook, Instagram, LinkedIn, and others—are investing heavily in human talent to curate and promote content that is niche, authentic, and original. These companies recognize that the best content isn’t just created to beat an algorithm; it’s crafted to resonate with real people.

– Content Moderation and Curation: Social media giants are investing in teams of content moderators and curators who ensure that the content users see is both relevant and meaningful. This human oversight helps maintain the integrity of the platform and ensures that high-quality content is prioritized.

– Promoting Originality: Algorithms are being tweaked to favor original content—posts, videos, and articles that offer fresh perspectives and insights. This shift encourages creators to focus on quality over quantity, fostering a more authentic and engaging user experience.

– Encouraging Niche Communities: Platforms are increasingly supporting niche communities where users can connect over shared interests and values. These spaces allow for deeper, more meaningful interactions, which algorithms alone cannot foster.

By investing in human talent and focusing on authentic content, these platforms are setting an example that businesses should follow. The lesson is clear: while technology can enhance our reach and efficiency, it’s the human touch that truly drives success.

Don’t Forget the Real People

In conclusion, social media is an incredibly powerful tool, but it’s important to remember that it’s just that—a tool. It’s not the end-all, be-all of communication strategy, nor should it be treated as such. The real power lies in connecting with your audience, understanding their needs, and delivering value that exceeds their expectations.

As we move forward in an increasingly digital world, let’s not lose sight of the real people behind the screens. By focusing on our customers and using social media as an assistant rather than a master, we can build stronger, more authentic relationships and achieve long-term success.

So, the next time you’re planning your social media strategy, ask yourself: Am I serving the robots, or am I serving my customers? The answer could make all the difference.