I was sitting with a client last week reviewing their marketing efforts. I gave them a long list of things that might/should be doing. In that list was the use of social media. The client immediately asked why he should be using social media. He thought it was a waste of time. I really wish I has a dime for every time I heard that one. It can be a tough sell sometimes to companies looking for growth. I explain that there are resource requirements, returns aren’t immediate (that is almost the death sentence to an initiative for a small business owner) and it requires constant attention. Maybe I shouldn’t be so blatantly honest!! If I heard that, it surely would be an uphill sell for me as a business owner. So let’s look at marketing and social media to see why it has to be a PART of your overall marketing strategy.
I think the big key with social media is just because you are not sure of what to do, doesn’t mean you should sit on the sidelines. I was testing social media early on, and it was definitely an exercise in patience!! Social media has changed the web forever. Let’s face it, in the days before social media, he had what is called outbound marketing. This is where we used vehicles such as TV, radio print advertising to repeatedly hammer our message home to the consumer, and that message was one way, out. Not anymore, the communication is two way, outbound and inbound.
A lot of companies still have not realized that they have lost control of their brand! Whether companies like it or not, social media is impacting business. Consumers, and even competitors, are talking about your brand even if you’re not. It’s up to you to join the conversation and work it to your advantage. It is up to you to engage, good or bad, and listen. Active engagement is part of a discovery process that can reveal truths far bigger than those we get from passively listening. This takes thought and planning, though. Some of the most important discoveries seen involving social media came not from asking “How do you like us?” but from open-ended questions such as “How do you feel about…?” Those who started with social media early may not have it totally figured out (like me), but they’ve done the test runs and are closer to knowing what fits with their strategies for social outreach and interaction.
The caveat is that merely being involved won’t save you. Companies that are early adopters of social media—and getting results—are also likely the ones that have been successful in their overall marketing strategies. You really have to pick which channels (YouTube, Twitter, Facebook, Flickr, ect..) you want to use and makes sense for your company. Luckily, social media has been around long enough now that people have a good idea of what works and what doesn’t for your business. For example, if your a Business to Business company, what channel would you probably have more success with, Facebook or Twitter? I would say Twitter, and I think most would also. Once you pick the channels you want to you, You have to formulate a strategy of how to implement. Here is a dirty little marketers secret: Most social media initiative fail because of poor planning, poorly defined goals, and not using some key metrics to track results! There I said it, and I feel much better. For example, short-term goals could be:
- Increase Recognition
- Increase Engagement
What are my key metrics, what do I use to track them? For example, how would you track:
- Number of Posts
- Audience growth- unique and returns
- Conversions and conversion rates
- Subscribers including subscribers from social networking sites
- Inbound Links
- Technorati, Alltop, and other listing directories
- SEO improvements
All of these things have to be considered and answered before getting into social media, but again, that doesn’t mean you shouldn’t try! Bottom line is it pays to have a sound marketing strategy. Not sure how? follow the leaders and emulate them. Imitation is the sincerest form of flattery.
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