It’s no secret that everyone is declaring themselves “social media experts” lately. This new form of marketing has really hit a nerve with a lot of business people lately, and as such there has been an immediate rush to fill the need and start consulting.
I admit it: I too, rushed into social media thinking I could make a quick buck by setting up Facebook pages for less computer-savvy folks. But the more time I spent learning about and using social media, I realized there’s a lot more to it than that!
Marketing your business using social media is tremendously important. You have the opportunity to really interact with your customers in ways never before available. But what that doesn’t mean is that you can set up a Twitter account and broadcast your specials all day long. Note to businesses currently doing that: PLEASE STOP.
I’ve helped businesses and individuals learn how use social media and there has been one common theme among all my clients. When I ask them what their goals are, their knee-jerk answer is “start doing it.” Before you set up a Facebook fan page, a Twitter account, a Ning profile, or anything else, stop and ask yourself what you really want to achieve. “Keeping up with the Joneses” is a terrible objective. Just because your competitors are using Facebook does not mean it’s something to emulate. They may be doing it all wrong and damaging their brand.
Define some objectives, set some benchmarks, and take things slowly. Start by just listening. Is there a conversation already occurring about your industry, or your company? How can you contribute to that conversation?
Incorporating social media into your marketing strategy takes time and knowledge. You should consider asking for help, it can be overwhelming if you don’t know where to start. But before you open your wallet to the first “expert” who knocks on your door, be careful. Don’t trust the descriptions of social media as the land of milk and honey. Be sure to review their social media use. Are all of their Twitter updates a sales pitch in 140 characters or less? If so, don’t hire them.
