Logistics’ Social Media Cognitive Disconnect

img

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

Member Testimonials

testimonial
X2 always thrives on raising the bar when it comes to connecting people. X2 conferences are one of a kind! As the founding member, we are happy to be in X2 Elite and the X2 Projects Network.
testimonial
"We believe in limiting memberships to a minimum and have found our home for projects as well as general cargo within the X2 family."
testimonial
I've been in the business for over 30 years, I have never had or experienced such and effort by the management team of the network to get members to participate and make their membership work for them.
testimonial
The professionalism and organisation shown from the X2 team totally blew us away.
testimonial
Richard is an innovator, what I find great working with him is that he can see the future.
testimonial
I was positively surprised from the amazing organization and specially the commitment of all X2 Team making this event incredible for everybody and in all complete fields.
testimonial
We have to skip the networks that are founded only for the benefits of the founders Quality and not quantity.
testimonial
We found the best way to build trust is to go to the conference and meet with people, talk to them and get to know them.
testimonial
As a new member of the X2 Network, we are very impressed by the organization and its professionalism and focus on mutual business development. X2 has already given us some great opportunities to work with likeminded partners across the globe on both project and general cargo.
testimonial
Great energy and drive throughout the X2 Team and high profile Network agents to complement each other’s business across the globe and help achieve positive results. Keep up the good work!
testimonial
X2 is like a family! We have met so many amazing partners. There has been so much success with the relationships we have developed throughout the years and most importantly friendships that will last a lifetime. And we love the networks' reach!
testimonial
We have been a member of X2 since 2014 and have attended six conferences. Richard and his passion for the network with his enthusiastic team have arranged all the conferences perfectly considering every single detail. We made many friends and found new global partners to work with at the conferences. X2 is one of the good solutions for our needs and we hereby thank them for their efforts.
testimonial
I have attended a lot of networks and annual meetings in the freight industry, but I have never come across a network like X2. This is another level. It is a pleasure to be a part of the X2 network - the professionalism, the attention to detail, the broad and knowledgeable staff - everything at the highest level.
testimonial
X2 is really an excellent logistics network, with a well-organized team that is always thoughtful and helpful. We are happy with X2 and expect a long journey together.
testimonial
"At X2 Network we found a group of partners that really want to build a long-term relationship. Companies are run by people that really care about your business and success. X2 Team has been really supportive and very active to develop new opportunities for your business''.

Our Partners

X2 Conference

Our special networking event is about smart freight forwarders coming together to grow and develop business within the group by providing an opportunity for all members to gather in one place to form and extend personal relationships.

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

NEW YORK

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

sao paulo

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

london

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

dubai

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

bangkok

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

hong kong

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

tokyo

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
7:53

sydney

Book a Discovery Call with our Network Development Managers

Got questions or want to explore new opportunities within our networks? Schedule a one on one meeting with our Network Development Managers.