I've heard older business owners look at Twitter and Facebook as something their kids and grandkids are "playing at" with their friends. Apparently, they're not alone. More than 80% of internet users in the United States are still not on Twitter. However, many of the older folks must be on Facebook, because one in four page views in the U.S. goes to Facebook. Those are huge numbers when you consider how many other sites are vying for our attention: news organizations, blogs, eBay, Youtube, Amazon, porn, Myspace...the list goes on.  

So, how do we propose a Social Media campaign for the client who throws up the Great Wall of China when we bring up "Social Media" in its basic form? "An internet and new media based program that begins a Word of Mouth conversation." Simple…we take the media out of the Social Media.

We have to kick it back Old School for these clients before we can bring them forward to the new way of doing business marketing today. If we try to force it on them too soon, they're going to resist, continue doing business as is until it fails, or they retire and they either sell the business, or a younger family member takes over. (One who will most likely adopt a Social Media campaign.) But for the current curmudgeon or stubborn but sweet business owner, shoving Social Media down their throats is not going to work, quit trying. Like Seth Godin teaches us in "The Dip" sometimes you have to know when to quit.

A Social Media campaign from which the Media has been removed starts at the floor of their business. It's back to the basics of customer service. Is their staff properly trained and empowered to handle a customer complaint, crisis, and to rectify a problem if the owner isn't around? If not, what they have is an employee standing around saying, "Um, I dunno what to do…the owner's not here…ya' gotta' wait 'til she gets back." All this does is anger the customer, make the business owner look unprofessional, and spread a bad image of the business throughout the community.

An employee who has been properly trained to handle a crisis or has been empowered to rectify a situation on the spot looks confident, and makes the entire establishment appear well organized. When an irate customer comes in with an issue and the employee is calm and carefully listens to the complaint, the situation is diffused. If the employee has the power and authority to immediately right the wrong with a refund or replacement, the problem has been solved successfully and in the best interest of the customer. A patron who will return leaves the establishment prepared to tell at least three friends about the satisfactory experience.
 

Naturally, their staff needs to handle more than just customer complaints properly, they need to be happy about their work. Either their attitude and desire to do a good job are genuine while they're on the clock, or they need to be replaced. Keeping an employee on board who is not measuring up to standards makes no sense when there are so many applicants in the market today who will eagerly fill a post and perform tasks with vigor. The entire tone of an establishment filters throughout town. When consumers enjoy shopping or doing business with particular companies, they talk about it. Word gets around.

Getting the message out in your marketing plan will have to be slightly Old School here, too. In addition to discussing your client's workforce, you'll need to gather consumer information in the form of either street or email addresses. If it's a retail business, they will have to be collected at registers via a drawing for a prize of some sort. (Other businesses might already have addresses. If not, get creative.) Then, you'll blast an e-newsletter or direct mail flyer…you know the drill. This method is time consuming but through diligence, it pays off in the end.

Once you're able to show this client results with the old style and possibly an email campaign, maybe then you can gently ease them into Social Media. Let them know how much more effective what you're currently doing would be with the added benefit of a wider reach via blogs, a fan page, videos, etc. Most likely, you will have earned their trust by not forcing something foreign and unfamiliar onto them at the get-go, and they'll be open to giving your ideas a shot.

For certain clients, taking the media out of Social Media, in the beginning of a marketing campaign, can truly make the difference in breaking through the Great Wall of China.