Social media opened the door for businesses and companies to reach customers quickly. In fact, some companies found that having a personal connection with their customers eventually led to a longer buying cycle with over a 179% sale conversion. How cool is that? By understanding the difference between customers as a source and destination, we will look at 4 simple but different ways to treat customers as a source for your business.
#1: Get Them Involved
Instead of pushing them the decision (e.g. a product or a service), get them involved! Listen to what they have to say – it can be ideas, feedbacks and suggestions that can improve your initial plans. After all, it makes sense to listen to those that will be buying from you.
How to do it: Most social media tools such as Facebook and Twitter allows an interactive platform for businesses and individuals alike. Create polls, facilitate discussions, run contests – anything to keep that conversation going.
#2: Show Your Face
Not literally, giving a human touch to your business does make a difference. A cold, corporate front does not seem to work well on social media networks. They key here is to communicate, talk to your customers and be genuine to everyone of them.
How to do it: Talk to them – drop them a message, reply their posts, ‘like’ what they are doing, ‘retweet’ their content and etc. Basically to be interested in what they are doing as a friend would do for another on social networks.
#3: Let Them Talk
Sure, we love to hear compliments from our customers but they are times where complains and dissatisfaction happen. Do you delete those messages at sight? NEVER!Let customers have their say and address the situation tactfully. Remember, other customers are watching and deleting it often results in a negative impression.
How to do it: Respond within the shortest time possible. Apologizing works in most situations. Provide a short explanation and also request if the customer would like to talk further with a person-in-charge either by phone / email / etc.
#4: Be Transparent
Show them what’s behind the scenes! Nah, you do not need to reveal your secrets but you can always keep your customers engaged by showing them what usually happens in your business. It can be pictures of product sketches or even videos on how to make a donut (if you’re in the donut business).
How to do it: The goal is to keep your customers updated with the latest happenings of your business. Look for opportunities to share them as these ‘backstage’ details often engage customers.
Every business loves customers. They want customers to come back again and again using various promotional campaigns, customer relationship management tools, loyalty programs and more but it just won’t seem to work for some.
Ever wondered why?
Ask yourself: Are your customers a source or destination?
Customers: As a Destination
Traditionally, customers are treated as the destination. It is where businesses want their products / services to land up with – in the hands of their customers, destination. It is where businesses want their brand message to hit – in the minds of their customers, destination. It is where business want response for their campaigns – the participation of their customers, destination.. you get the point.
Businesses that see customers as a destination usually develops a one-way relationship with them, in spite of wanting to build a (two-way) relationship with them.
Customers: As a Source
So, what about treating customers as the source instead? It makes all the difference. It is where businesses take time to listen to their customers – their source of feedback. It is where businesses takes into consideration their customers’ requirements – their source of ideas and innovation. It is where businesses respond to their customers positively – because they know they are the source for their business.
Businesses that see customers as a source creates a two-way relationship with them. A relationship that allows co-creation and co-promotion to take place, allows the growth of fan base and ultimately, the growth of the business itself.
Are your customers a source or destination to your business? You can make the difference!
Next: How to treat customers as a destination, not a source!
So you’ve seen the benefits of Twitter and now wanting to be part of the Twitter community but have no idea how to? If you’re absolutely new to Twitter, check out this step-by-step video on how to create your very own Twitter profile for your business:
Congrats with your Twitter account! With that covered, we will now be looking at some real life implementations on how business have use Twitter to their advantage:
1. Levi’s
Levi’s knew what they wanted to do and achieve with Twitter. They wanted to target the young male demographic which eventually led towards hiring Gareth as the @levisguy to share behind-the-scenes stories at Levi’s events and updates on new products.
Why is that so significant? Levi’s knew what it takes to create a bond, a connection with their fans. By hiring someone in the same demographic, he will be able to speak the same language the fans speak, allowing him to spur conversations about topics that matter to them, such as the latest fashion trends – without being awkward.
2. Dell Outlet
Dell understood what they need – they need a tool to get the word out fast due to their nature of business. They went on Twitter and have not turned back ever since. On Twitter they realized that people are interested in talking to them, asking questions and sharing their experiences, both good and bad.
“Offering relevant information that people are interested in is key.” – Stephanie Nelson, Dell (Austin)
With that, Dell now concentrates on interacting with people while keeping deals to a minimum to avoid spamming. Those are not ordinary deals though, they are exclusive, Twitter-only deals which has received very positive response having booked more than $3 million in revenue attributable to its Twitter posts. They minimized promotions with their followers in mind but offered exclusive deals whenever a post is due – 2 birds in 1 stone.
3. CoffeeGroundz
This is perhaps my most favorite integration of Twitter in a business! Unlike other examples, CoffeeGroundz is an independent coffee shop in Houston that sells a variety of locally roasted coffee, tea, pastries, sandwiches and the likes. Being new to Twitter, it took J.R. Cohen (General Manager) awhile to grow the number of followers on Twitter organically – and that changed everything.
Cohen took Twitter 1 step further by asking his followers from Houston to “come into the store and ask for J.R.” He will then take the opportunity to meet with each and every patron who asked for him by name! He created an opportunity to strengthen his bond with his followers, going beyond mere online interactions.
“This is what social media is meant to be.” – J.R. Cohen
What makes things even more interesting is that in 2008, one of CoffeeGroundz’s regular customers requested to place a ‘to-go’ order for a breakfast wrap. It is argued that Sean’s request for an order ‘to-go’ was the first of its kind on Twitter. And because Cohen is an avid user of Twitter, was able to reply quickly to Sean’s requests. With this reply, he implemented a whole new way to place and receive an order online, reserve tables and book the place – through Twitter’s DM service. How awesome is that?
4. DiGi Telecommunications
Sad to say that there are only a handful of great Twitter integrations in business back here in Malaysia. Businesses here seem more inclined towards Facebook but here is one that caught my attention – DiGi is seen using Twitter primarily to receive feedback, complains, questions and to provide support to their customers. In some cases, I was told that DiGi also offers special compensations and exclusive offers to dissatisfied customers on a case-by-case basis.
Apart from that, it also acts to humanize the brand by interacting with their followers by posting birthday wishes and replying to what others are saying about the brand which definitely adds a human touch to the brand.
Moving On!
Hopefully the above examples are able to give you some idea and insights on how you can get started on Twitter. Remember that it takes time to get it right so don’t be too worried if you’re doing it wrong or disappointed with the initial results.
If you’re sitting there thinking that Twitter is not suitable for your business
or your customers / prospects are not on Twitter and never going to be on Twitter, you should really take 4 minutes off your time to check out this video:
On the other hand, if you are having trouble thinking of running out of things to Tweet, I recommend reading this post here by @AskAaronLee, a social media addict with tons of experience and things to share about Twitter. I’m sure his post will help you just fine :)
Do you have an example that you would love to share? I would most definitely want to hear from you!
A couple of weeks back we looked at how Facebook can be integrated into today’s businesses as an effective engagement platform. This time round, we’ll be looking at a famous micro-blogging tool called Twitter. Bear in mind that neither Facebook nor Twitter can cancel each other out – they each have their own unique advantages in which you may want to use to YOUR advantage.
Why Twitter?
Though Twitter only allows 140 characters per update (called a Tweet), Twitter is now second to Facebook in terms of it’s usage. People seem to get along with Twitter pretty well as it is simple and straight to the point, unlike Facebook where distractions are aplenty. If you haven’t heard, Twitter is said to have about 2.1 million new users per week – a huge pool of potential opportunities you would not want to miss (click for interesting stats).
If you’re still scratching your head at this point, check out this simple video explaining Twitter in plain English:
Now that you’ve grasp the concept of Twitter, let’s look at 3 areas on how Twitter can benefit you and your business:
1. Collaboration and Networking
Twitter is a great way of keeping in touch with contacts and obtaining new contacts. This is simply because you (and others) can easily look up fellow users that have the same interest / industry by searching keywords that relates to you and your business. Do it right and these networks can eventually lead to new ideas, collaborations and even partnerships that can be beneficial to both you and your business!
2. Personality and Connectivity
For some reason, Twitter is seen to be a morehuman approach as compared to blogs and Facebook pages. It adds a human touch to your brand and a face to your business. With Twitter, businesses can now engage in conversations directly with their followers and listen to their tweets – which is priceless to a business. You’ll now get to hear what your followers (if you follow back) are doing, what are they talking about, where they are heading to and etc, allowing you to get to know your followers better.
Remember on Facebook pages, you won’t know what’s happening to your followers if you don’t add them as a friend on your personal account(which you may not want to do so).
3. Research Tool
I must say that Twitter is an excellent research tool for your business and equally informative as Google. How so? Twitter is able to show results of conversations (Tweets) regarding your keyword from all over the world! You can also gain insights to trending topics globally to see what the world is Tweeting about.
Imagine looking up keywords that relates to your business – you may find interesting Tweets talking about their needs, their wishes, feedbacks, rants, competitor’s product and etc. Yes, you’ve gained access to voices from real people across the globe!
What’s Next?
We will once again be looking at some examples on how Twitter is implemented in businesses worldwide along with some real tips on how you can do it too!
As promised, this post reveals some real-life implementation and integrationof Facebook into brands and businesses worldwide along with tips on how you can implement them yourself! If you missed out our discussion and tips in using the infamous Facebook as part of your business, you definitely need to look up Part 1 here.
To set the pace of integrating your business in social media, take a look at the video below first (yes, even if you’ve seen it before)!
1. Customer Attraction: Getting the “Likes”
Everyone goes through this humbling phase of starting up. You’ve just created your very first Facebook fan page for your brand / business with only you being a fan of yourself. You turn to your friends in your personal profile and have invited them to “like” you.. and it stops there. Why is that so? You are NOT commanding attention.
Let’s take a look at Redbull. Instead of showing off wall posts, company information and whatnot to non-fans, Redbull implemented a very simple strategy to their page to command attention from the prospect as seen to the left – a simple, straight forward “call-to-action” image, and they are not the only ones doing it: Levi’s is also seen applying a similar strategy as well!
This, is what they call a Fan-only Facebook content – exclusive contents using Facebook’s ‘Tabs’ functionality. It can be inside scoops, special discounts, participate in discussions, take part in contests and more!
The key to a powerful landing page on Facebook is: Less. Yes, less is more! Do not confuse prospects with too many things going on. Consider being like Redbull – You definitely can’t miss what they want you to do; or like Levi’s – indicating the exclusive benefits you receive by ‘liking’ their page!
Writing a sales pitch on the landing page is a big no-no. Do you really want to advertise your product / services to a prospect on Facebook? It doesn’t work that way on social media. How so? People come to you for a reason – to learn / to browse / to connect / to question / to feedback / to suggest / to complain / to win / to receive and NOT to be sold to.
“Understanding the needs and wants of your potential fans is vital. If unsure, start by asking existing followers what would interest them and take it from there. Remember, that’s co-creation.”
Taking a look at an example closer to home, Project One & Only is an online pageant competition in Malaysia using Facebook as their primary platform to screen through participants, communicating with them and the fans that are eager to know of the results. Incepted in June 2010, they managed to break the 5-figure mark within mere 18 days, now close to 30,000 fans and still growing!
The secret behind this campaign? Attraction. Project O&O’s target are college / university students and they created something that would appeal to them by “making them famous” through this ongoing search in which the winner will undergo makeover sessions, participate in fashion shoots, special features on magazines and more.
In short, they hit the spot among their target market and results were generated instantly.
Not to forget, the Malaysia’s Online Fashion Entrepreneurs’ Weekend, a first-time offline event with over 90% of marketing done through social media alone, utilizing Facebook as their primary engagement platform. MOFEW recognized a niche and a need among the local online fashion scene and proceeded to put together an occasion for like minded individuals to gather and to highlight their entrepreneurial insights to the mass public starting on Facebook, then to an on-ground event. With over 10,000 fans gathered within less than 6 weeks, MOFEW manage to draw 0.5 million hits on the official site, ranked #1 on Google and successfully ran a 3-day offline event with 40,000 attendees from Malaysia and beyond (see official report here).
2. Customer Engagement: From “Likes” to Action
“Your fans are with you for a reason. Keep your focus on them, show them some brand love!“
You may have a very big fan base but with a low engagement rate, your fans may just be sitting there and some may have even forgot about your existence. Apart from feeding them with contents and getting to respond, here are some businesses did to ‘kick’ their fans into action:
Starbucks in the US launched a “Free Pastry Day” campaign, an event page on Facebook and there were more than 600,000 confirmed ‘attendees’ to the event! The news were spread all over Facebook through sharing and automatically triggered co-promotion for the brand / event. How did that happen? They started with their fans – Since the “Free Pastry Day” was first made known through Facebook, their immediate fans were the first to know about the news. At that time, Starbucks had about 3.6 million fans and the news were automatically shared across the network, because the fans were excited.
“Starbucks gave their fans a reason to follow them. The reward? In this case, free pastries for those that came by. How’s that for customer engagement?“
Another F&B brand in the US – Dunkin Donuts is often seen throwing co-creation opportunities to it’s fans. Dunkin Donuts launched the “Create Dunkin’s Next Donut” competition in 2009 and managed to generate more than 130,000 donut submissions at 174,000 votes! Fans were asked to create their own virtual donut with the available ingredients, complete with a donut name and story behind the creation. The grand prize winner will have their donut sold in stores for a limited time! What did Dunkin Donuts achieve? An avenue for their brand to get their fans involved; and from the business aspect, they saw positive response in donut sales during the promotion period.
The competition was so successful that they did it again in 2010 and here is the winner:
“Having freebies and contests are one of the simplest form of customer engagement with a huge response potential. In fact, Dunkin Donuts continues to get fans involved as we speak through a video contest here. How’s THAT for customer engagement?“
This is NOT the end!
The above examples are just some of the many out there that has made it on Facebook on different levels. Not everyone can make it to the Starbucks level, but one can definitely make it somewhere. Once again, remember Co-Creation and Co-Promotion – strategize your Facebook presence around that with some effort and commitment, and you’ll be on your way to a good start.
What’s Next?
We will continue to look at more integrations of social media into your business / brand BUT BEFORE THAT, stay tuned to Part 3, the final yet VERY IMPORTANT bit of integrating Facebook in your business!
We will be looking at:
The risk of having your fan page shut down by Facebook
Therules and regulations you may not have read that prohibits promotions(e.g. contests and promotions) on Facebook
Most people today have a personal Facebook account and spend loads of time on it, be it on games or merely page / profile hopping, engaging with other users online. Millions of users access Facebook on a daily basis and this also means that Facebook has a potential ready market of millions to be accessed by your brand and you just need to be a part of this huge global network. What you need to do is to merely find ways to tap into it.
The good news? Facebook is nowhere near in pulling their brakes. They are here to stay, continually innovating their services and recently seen wanting to integrate deeper into the mobile devices, tying in with Android operating systems. Just so you know, Facebook’s actual value is reported to be a whooping $23 billion (Forbes) and $33 billion by The Financial Times! The bad news?Having a Facebook page alone isn’t going to get you anywhere – it is only the beginning.
To start things off, take a look at the video below:
1. You’ll need a plan.
Yes, social media IS business thus requiring a strategy to truly succeed. Start by setting goals for your Facebook page followed by specific tasks on how to achieve them. You may want to look at:
1. How many ‘likes’ to gain by end of the year?
2. How often will you be able to contribute to the page? (e.g. at least 3 days a week / videos / images)
3. How would you want your followers to interact with you? (e.g. share your contents / provide feedback)
4. What is the final outcome for your page? (e.g. to drive traffic to your site / to receive suggestions)
5. Do you need a team to manage the page or an individual?
6. What do you need to do to achieve your goals?
2. Command attention.
Like it or not, in most situations, even the most valuable content you can ever provide will be ignored – yes, despite the traffic. How so? Simple:they are NOT paying attention to you. There are so many things happening on the screen: instant messaging, emails, Skype, daily news and if that’s nothing, do not forget the various happenings inside Facebook itself (e.g. wall posts, photos, videos, games and etc)!
Already sounding impossible? Not quite.
You’ll need a PULL, something that draws their attention to you. No, definitely not advertising because consumers today are immune to advertising. They know when to turn away when an ad starts playing and even the most annoying popups can deliberately be ignored without being seen! It has to be something that RELATES to them. This PULL can be exclusive contents, benefits, giveaways, outrageous offers and more!
Think of ways that will excite them. Some marketeers cleverly pack information into video presentations and aesthetically pleasing images – why? They know what relates and excites their followers: Videos and images definitely captures attention better than text. When it excites them, consumers are likely to share it across the social media. Once again, this is Co-Promotion through WORLD-of-mouth.
“Know what your customers are looking for. In social media, your followers comes first! Forget about getting new prospects – you’ll get stronger conversions with your followers on your side”
3. Stick to it!
Consistency is the key and this is perhaps the difficult part and determines the initial make or break. Most brand pages fail because they are unable to stick with what they have in mind. Either the management team is too bogged up with other work or they’ve given up after weeks of trying to no avail.
“Pages fail due to lack of commitment. Lack of commitment to the page is simply telling your customers – We don’t care“
Social media takes time, just like traditional businesses. You may hear stories of people making big money with social media over night but the truth is, most businesses can’t. This is where you may want to utilize your contacts, publicize your page on your official site, name cards, pamphlets, brochures, ads and etc to make use of your Facebook presence. You can hold discussions, get feedback, throw special promotions, contests and more to drive interest, traffic and participation to your page.
What’s in Part 2?
Real life implementation and integration examples of Facebook in businesses worldwide! You do not want to miss this! Stay tuned!
About a week ago we looked at what social media means to businesses and why social media is the way forward for businesses and perhaps right now you are wondering how social media can benefit you and your business. In a nutshell, your relationship with your customers will never be the same again and it is for the better! I managed to stumble upon this simple yet comprehensive image depicting the evolution of CRM into Social CRM when a business truly integrates social media into their operations.
Social CRM sure looks good and it is important in today’s social media world because businesses are moving towards a collaborative business model. This also means that businesses that has a closed door concept, shutting off customer input will eventually lose out from the market as they only see business through transaction and not interaction / engagement. Little did they know that customers really do have the upper hand in today’s world where a single complain or dissatisfaction can evolve to a global scale within minutes – again, through social media.
Collaborative?
Yes, we are talking about Co-Creation and Co-Promotion of products and it can only be achieved by a collaborative effort, through engaging with your customers. Gone were the days customers will simply buy a product without research and comparison with your competitors.
Reviews, feedbacks and complains can be freely obtained online on blogs, forums, Facebook and Twitter statuses and more therefore making competition greater than before! Think of it this way though, if you’re able to get into their good books, your competitor will be the one struggling instead!
Still have your doubts? Check out the video below!
Start by opening up your doors to listen to what your customers are saying.
What is it that they really want from you?
What is it that makes them your customer?
Is it your product? Or your services?
What are your strengths? What are your weaknesses?
Who do your customer perceive as your competitors?
These questions are best to be answered by your customers.
“Your customers are in someway, your existing followers and fans. Spend more time with them to understand their needs instead of trying to catch the attention of the mass public! Keep the fans, let the rest go. They’ll come when they’re ready”
A traditional business would probably think that the above is crazy.. but it’s not. With social media, businesses today gain direct communication with customers which they do not have 10 years before. A continuous relationship / collaboration with existing customers will in fact draw MORE customers, through them – Co-Promotion.
Find out what excites them as a customer and continue to spark that excitement in them and news will spread among your customers automatically through WORLD-of-mouth, without additional marketing expense. How cool is that?
Imagine creating a new product or service which has guaranteed sales / response – it can happen, with social media. Why? This is the power of Co-Creation. Businesses can use social media to co-create products and services that caters to their needs directly without making wild guesses. Customers know what they want and fans can give you the input you need to produce a killer product / service. It is also an avenue to truly say “we hear you”.
This way, you’ll know whether your product will be widely accepted / rejected even before producing it. Even better if you’re able to get your fans to create on your behalf – you may be on your way to discovering great talents for your business expansion and it’s a good way of getting your fans involved!
Want to know more?
Watch out for upcoming posts on real life social media implementation examples worldwide!
How often have you wanted to harness the potential of social media but been too unwilling to commit to the changes required (i.e. still holding on to your previous mindset)? I managed to come across this Dilbert comic strip that somewhat resembles what we looked at previously about the mindset of today’s business owners and entrepreneurs in Malaysia regarding social media:
Although the comic strip may seem to have exaggerated things a little (especially when we now know most people associate social media with Facebook and Twitter) but it does carry some truth in it. Perhaps it may happen like this instead in Malaysia (adapted from above):
True, isn’t it? Most traditional businesses sees social media as merely a trend that they wish to participate in but yet unwilling to accept it fully. Little did they know that social media has grown beyond just a trend or a technology – but a lifestyle, an integral part in consumer engagement, extension of networks, and it is here to stay.
Still skeptical? Apart from just pumping you up with the potential reach of people you can be connected with, here are 5 simple reasons on why you should get started with social media for your business if you haven’t already:
1. Public Engagement
Now before you turn around click away saying that you’ve heard of this a million times already, listen to this once more: engagement builds trust, a bridge towards your brand, it creates a perception and an emotion towards it. This can become your brand’s distinguishing factor against your competitors. Like it or not, people already have perceptions towards your brand regardless.
If they’ve never heard of you before, chances are, you have to give it double the effort to convince them as compared to a brand that is already well engaged with the public and this is something traditional marketing (or advertising) can’t do.
“Traditional advertising is a 1-to-many, one-way relationship while social media is a 1-to-[1]-to-many, two-way relationship. It takes two hands for a brand to clap and that [1] makes a difference. That [1] is your tie to the mass, and also your brand advocate, your key for an applause.”
2. Earned Media vs Paid Media
Which do you prefer? People talking about you or paid to talk about you. Don’t get me wrong, paid media isn’t wrong by all means as advertorials, reviews and the likes DO WORK, even better if you have a strong influencer on your side but some business owners or entrepreneurs do have their hands tied when it comes to budgets, especially for a startup and earned media is well, free!
A little bit of time and effort will get you a long way. Think about it, where else do you have the opportunity to share your knowledge, thoughts and expertise in articles or in any other media form at no cost, with a huge base of potential non-geographically constrained readers? That’s the World Wide Web for you and all you need is just a little dedication to maintain and to promote your masterpieces!
“It is beyond just a ‘following’ online, but the credibility you build for yourself / brand / business along with it.”
3. Social Customer Relationship Management (CRM)
Apart from just communicating with consumers, receiving feedbacks, support, sales and promotions, social media can also be used as an avenue for your customers to tell their story i.e. testimonials. Nothing beats a first-hand story, whether good or bad that comes from your existing customers as it will be able to attract new customers along the way!
Yes, this also means that your existing customers will be ‘selling’ your brand to their networks on your behalf, without having you to spend extra time and money to try convince everyone on the street on how good you are. It will now be customer-get-customer rather than brand-get-customer. Sharing – that’s how information travel on the social media, and it happens with just a click.
“They say sharing is caring. On social media, sharing is business.”
[PAUSE:] If at this point you’ve still been wondering:
1. On how this social media ‘thingy’ can actually do ALL of the above, or
2. Is the social media ‘idea’ too confusing? or
3. You find that I’m no longer speaking in English, then:
Check out this video I found on YouTube – explaining social media in plain, simple English and how social media can benefit you, your brand, your customers AND your prospects!
Hopefully that cleared things up better!
Okay, back to business: On to the fourth!
4. Measurable
Unlike traditional advertising, results can easily be measured on social media. With the availability and free access to various tools such as Google Analytics, Feed Burner, number of fans / followers / friends / likes and more, one can generate a detailed report about their reach as compared to traditional means.
For example, Google Analytics (to the left) will be able to indicate the amount of page views, average time spent on your site, where they are from, how did they managed to land on your site and other information that helps you understand your readers more. This is definitely one thing you’ll never be able to obtain out of traditional means. In other words, ‘success’ is now determined based on your influence rather than reach, quality over quantity (but then again, quantity is also achievable on social media).
5. It Works
Yes. It works! Businesses all over the world have implemented and integrated social media into their business modal do have results to show! Whether it is sales, higher traffic, enquiries or feedback, it worked for them. No reason for it to fail, if you’re committed in making it happen. And no, they did not pump cash to make it work. Social media made it work for them.
Want to know how others implemented social media in their business? Hang in there as I’ll be revealing some of them right here, at janwong.my in the coming days! You may be surprised to see how these brands and businesses used social media to drive results up their doorstep – powerful yet simple. Chances are, you may just be able to replicate their success in your business!
Conclusion..
There you go, 5 simple reasons on why social media should be implemented in business operations and marketing efforts. There are of course, even more reasons on implementing social media but in the end, the key is your mindset, perception and how far a brand is willing to go with it.
Remember, only you can determine whether social media makes or breaks your business… why go with the latter? :)
… many have made it, what say you?
How else do you see social media impacting your business / life?
Why Twitter?
Imagine 
True, isn’t it? Most traditional businesses sees social media as merely a trend that they wish to participate in but yet unwilling to accept it fully. Little did they know that social media has 
[PAUSE:] If at this point you’ve still been wondering:
Hopefully that cleared things up better!
Conclusion..