The 4 Stages of Social

Social is one of the most overused words in the language, and it probably means different things to different people. We tend to use it in many different contexts too.

Social Security doesn’t refer to our ability to get a date, it’s a pension program. Social studies is a course that teaches “civics”–the Constitution, the government–one could be a total hermit and still ace social studies. Then there’s the “social media,” which consists largely of typing words in a box and sending them to people we may not even know, or who may not be using their real names. It’s OK, we still consider that social.

Let’s break down the stages of social.

1. Recognition. They’ve come to your Website, that’s a big step.
2. Interaction. They responded to some offer you’ve made, such as get free email alerts.
3. Membership. They’ve decided to join your group in some way, going beyond mere interaction and ready for further involvement.
4. Integration. They’re not only becoming a member, they want to know more about how

you can help them. This is how people become “gurus.” They will pay money for your book or product. If this is amazon, they’ll not only buy, but become a “prime member” for $70 a year.

There are obviously a lot of ways to get to stage four, but assuming superior product, and great price aren’t enough, showing empathy is a known winner, and the best way to show empathy is through cause marketing.

Empathy Marketing

In fact, according to a recent survey, 83 percent of U.S. consumers have a more positive image of a product or company when it supports a cause they care about.

The Cone Cause Evolution Study also indicates 88 percent of Americans say it is acceptable for companies to involve a cause or issue in their marketing, 85 percent of consumers have a more positive image of a product or company when it supports a cause they care about, and 90 percent of consumers want companies to tell them the ways they are supporting causes.

The survey also found that consumers will switch products based on cause marketing. Eighty percent of Americans are likely to switch brands, about equal in price and quality, to one that supports a cause. In addition, 61 percent of Americans will try a new brand or brand they’ve never heard of before, 46 percent will try a generic/private label brand (as opposed to a name brand) and 19 percent will buy a more expensive brand.

Caring Is Sharing

Of course, friends, parents, and governments are supposed to care, but businesses that can they care score points over their indifferent counterparts.

Consumers don’t want to feel as if you’re taking their money and going off with it to your own personal Xanadu, even if you did provide a worthy product in return. They want to see you continually invested in them, either through the larger community or some sub-group.

What consumers really want from business these days is a social contract that ensures that you will use use your economic power to benefit society in ways that may or may not have much to do with the product you sell.