By Shane Hebzynski, Network Development Manager at X2 Logistics Networks

Hey, good to see you. It seems that you’re using social media. If you’re reading this and are a leader in a logistics company, it’s good to see that you’re active.

But, is your company using social media? If yes, is your company using social media effectively?

*Cue reader’s puzzled look*

According to a recent survey, 45% of logistics and supply chain professionals recognize the advantages of social media for efficiency and cutting costs. Plus another 30% admitted that social media will enact unimaginable change in the industry.

Great and positive outlook here.

But..

That positive feeling must not go that far. 30% in the same survey reported blocking access to social media websites. 27% didn’t know what their company was doing in social media and 62% were with companies that had yet to implement a social media networking plan or strategy.

So, let me get this straight. The medium that is going to change the industry in remarkable ways is being blocked and virtually unused by a significant portion of the industry. Well, save for liking cat pictures and sharing pictures of lunch.

This is a clear cognitive disconnect, perhaps a perfect example for a psychological reference as to the meaning of the term.

Likely this disconnect is due to an inability for logistics service providers to identify the actual utility of social media and ins one of my personal experience, to even grasp the workings of social media in connection to marketing.

Starting With A Mistake
The first mistake of many companies is that the analysis of the utility of social media is done through measuring ROI. Social media can only be described as ethereal. It’s there and it’s real, it has a presence, but its effectiveness cannot be measured in purely dollars and sense. Of course, neither can other mass media marketing avenues that are used, but we’ll save that for a different conversation.

Here at X2 Global Media, we often see this wholly incorrect approach to social media with many freight forwarders. it’s often difficult to initially understand but it eventually clicks in the head of clients and the huge cognitive disconnect gap closes in an instant.

Avoid The Mistake
Set realistic achievable goals as they’re related to social media. You can’t create a Facebook page, invite your friends to Like and with the expectation of $100,000 increase in profits. Limit goals to reach, shares, and other measurable factors that might influence your target audience. The X2 Global Media Team is happy to provide advice and it’s always a great experience to assist clients with this because it’s an enlightening experience for both parties.

What Is It Then?
Social media has reached the point where it has expanded well beyond friends connecting with friends to catching up over long distances. It has evolved into a facilitator of collaboration and all forms of communication. Use social media for not only potential clients but also to communicate with current clients and streamline communication.

Eliminate the cognitive disconnect and instead of approaching social media with fear and reply on tired traditional media, get into it. If done responsibly, like we do at X2 Global Media, we encourage clients to utilize the social media channels that best fit their branding and audience and we discourage companies form trying to be involved with each and every platform because it’s impossible and some simply don’t have the audience being sought.

Embrace social media and use it to your advantage. Increase efficiency, improve communication, and make it a core element of your brand.

It all seems so simple, right? Well, it can be to get started. But if you begin by looking at things in an unrealistic way and using irrelevant analytic methods, it’s doubtful you’ll ever make the leap