When stories hit the press such as Facebook partnering with Bing, possible purchase of Twitter by Google, “social freak out” begins. People start tweeting and retweeting worrying about their biz, their life and what on earth they would do without Twitter. “Oh me, oh my, what if Facebook went bah bye”?
How many times have you heard "my objective for 2011 is to do social media"? I have heard it far too many. If you are in business to make money then your objective should not BE social media. Your business objectives and goals should come first. Social media should support your business objectives and goals, not be them.
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A brand is not built overnight. A brand should align with and support your business goals, objectives, identity, what you can offer your customers and partners.
Why is it businesses spend hundreds and thousands of dollars on new media, new marketing, websites, social media training yet they stay stuck in their old ways? Are they ignorant? Do they need educated? Or are they simply too lazy to take the time they need to take to engage in a meaningful way? Are they simply not willing to invest the time to build real relationships?
Random acts of marketing. We call them RAMs or RAMMIES. What are they? They are acts of marketing that are not integrated, funded or properly planned. Yes, when looked at individually they may have a great plan, cool graphics, awesome web page. However, it's like putting lipstick on a pig. A RAMMIE is like a pig with bright red lipstick. It may even make you feel good, feel like you are doing real marketing and real business.
I think the one thing that is getting lost when new people jump on to social media is that it is a conversation. Many jump on Facebook and Twitter and use it as an ad platform. They take the same content they would advertise in the local Chamber directory and blast it hundreds of times on the social platform. As business leaders we can control how our social conversations start. We obviously can't always control conversations that are not started by us. However, you can absolutely influence the tone and message of the social platforms we drive and own. We can ensure they are engaging, inspirational and add value to the audience we desire to connect with.
"Social media is free. Social media is easy. Just hop on twitter and start tweetin'!" Hmmm... how many times have we heard that? I have honestly heard social media consultants at networking events state during their 60 second pitch "social media is free, come talk to me if you want to do free marketing!" Ouch, not the case folks. I wanted to provide some helpful tips when hiring a consultant. Consultants, just as mentors and coaches should be selected based on personal fit with your business goals, life cycle, and culture. The most important thing is that you do your research and talk to a few. Don't go with the first one you meet.
Social media provides the opportunity to connect with millions of people that we would normally not have access to. We have people following us from every walk of life, numerous countries and the list goes on. We talk about social media being a relationship, a conversation. However, I think very few take the time required to build a meaningful conversation, let alone a real relationship! How can we build a relationship with someone we haven't taken the time to know anything more than what their Twitter handle is?
It's not news people are hopping online by the millions in hopes of a personal economic recovery. Budgets are tight. People are grasping for straws. They may be the best air conditioning expert, insurance sales person or event planner this side of Texas but that doesn't mean they know how to build a brand or truly survive in social media.
Yesterday we spent a couple hours consulting with a local non-profit client that supports adoptive and foster families. From the minute we walked in their front office door I could feel the postive intensity. It was a calm energy. Their team of six was ready and waiting for us with creative and technical brains ready to rock out with FruitZoom in an intense two hour social media planning workshop.
When most entrepreneurs or business leaders start a job they have big dreams. They have plans to achieve great things. They dream of a better life. Their WHY is right before them and in the center of everything they are doing.Our lives as adults will never be as simple as it is for the kids headed to the park for a Lacrosse game this afternoon. However, life is what we make of it. Our business is what we make of it. Our relationships are based on what we put into them. Our social media and business results are based on how we play the game.
As folks jump on social platforms by the millions the noise is getting louder. The content is growing in masses. The crap is getting thicker. Thank goodness people are getting smarter. What use to work six months ago doesn't work today. People are starting to question why they are doing what they do in social media. For good reason they're questioning what a conversation really is. What is a real friend?
When folks ask me what the secret is, I always answer that there isn't one. The best advice I can give is to simply go for it and be yourself. Either they like you or they don't! So here are a few words of advice from a marketing nut who has been living within the DNA of social media for almost a year. Take em' or leave em. Let me know what you think. Be honest. Be real. Help others if you have the guts.
We follow people. We choose a mentor. We mentor others. We first listen. We learn. We give. We share. Something that I am seeing happen more and more is people losing sight of their own brand and identity. Regardless of if you are a solo-entrepreneur or an employee at a Fortune 500 company, you shouldn't lose site of YOU!
Whenever there is a new type of technology, media or fad of any kind everyone hops on the new wagon. The foolish think just because it's new, the seat on the new wagon must be better. They think it will cost less, be easier, bring more customers. The reality is that social media will probably highlight current issues even further. It may even shine like a strobe light on the one or two very broken areas of your business. It may put departments, people and even individuals under pressure. Why? Because you will be forced to talk about these things.
We have entered the inspiration age. The age where connecting with our audiences is not an option but a requirement. Coming out of the information age it was easy to put everything in a box. With bits and bytes and widgets and boxes. Super size advertising budgets could be easily justified because of course it was a box or a widget you were buying.
