It’s not something you can easily say to a client, but “adapt or die” is a very true statement when it comes to social media. Most likely, your client made his or her way in the industry through forward thinking, willingness to change and a little bit of risk. And it shouldn’t be any different now. Social media requires all of those things – and then some. When your CEO balks at the social media tactics you suggest, ask him the 6 questions below from JeffBullas.com. Hint – the current research appears after the question.

In the past few months, have you either professionally or personally:

1. Answered or responded to a direct mail letter or brochure? (Current research shows only 3% have responded.)
2. Did you follow up on a mainstream media advertisement such as TV, radio, magazine or newspaper? (22% of those polled did.)
3. Did you go to the Yellow Pages to look up a company to buy a product? (3% of those polled did.)
4. Did you Google and search online when looking to purchase a product or service? (97% of those polled did.)
5. Did you use your Peer to Peer Network via Facebook, Instant Messenger, Twitter, LinkedIn or other social media service to get the URL of a website for a product that you were looking to buy? (80% of those polled did.)
   And now for your ace in the hole…
6. So why are you still using traditional marketing for your company when you yourself have minimal response to it?

Hopefully this is where your clients see the light. If not, just remind them that the social media dark ages will be a lonely (and unprofitable) place.

Kate Toy is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.