Social Media Marketing Reality
First, do not get me wrong; I am a proponent of Social Media Marketing and I encourage the behavior. The problem is that it is being sold to you incorrectly. Social Networking Consultants, Specialists, Experts, or whatever you want to call them are not telling you the truth!
Social Media Marketing Is Not a Rainmaker Proposition
Social Media Marketing has the potential to drive business, and, yes, even massive business through your doors. The caveat is that it takes work; lots of work. It takes commitment; lots of commitment. It takes time; lots of time.
There is no getting around it; Social Media Marketing is not for the faint of heart.
Case in Point
Earlier this year I was talking to a friend about Social Media Marketing and the opportunities that it offers a business. While I am firmly committed to that statement; I have since come to realize that most business owners do not have the level of commitment necessary to make it successful.
This friend changed the website; it was not necessarily for the better. In fact, the old site, to me, was far more aesthetically pleasing. The content from the old page to the new page is not significantly different, but they can say things have changed.
As part of the new look they created a blog. Blogs are great but again they require commitment and dedication. This is not a stop-start proposition; this is a commitment and your audience is expecting regular postings. This friend created three or four articles over the span of four or five days in February and has done nothing since.
The truth is they should pull down the blog. This minimal effort gives the impression that there is no follow through within the organization and does not help them and, in fact, does more damage. It is like jumping into the deep part of the lake and making a big splash and then not coming back to the surface because you were not prepared and had not made the prior commitment to learn how to swim.
Social Media Marketing Requires Commitment
It is not that these owners are not committed to their business; it is the commitment to Social Media Marketing that is lacking. Not surprisingly business owners have many other day-to-day tasks that occupy their time and it is hard to think about Social Media Marketing when your biggest customer is getting ready to bail on you or your top salesperson is considering a new opportunity.
Obviously those situations loom larger and their immediate impact on the business is far more important and the effect is far more quickly realized and felt. The truth is that most business owners and managers do not have the time available to put into Social Media Marketing.
Before You Jump In; Ask Yourself If You Are Ready to Follow Through
Do not just stick your toe into the water to determine the temperature. This is a situation where you make the commitment, jump in, and stay there for the long-haul.
Next Time I Will Talk About Trying To Do Too Much
Social Media Consultants talk about using Facebook, LinkedIn, Twitter, Mashable, Websites, Blogs, Digg, Del-i-cious, YouTube, and others. The truth is that it takes an entire department or staff to monitor all of those sites and a tremendous commitment. Trying to do too much; too fast will leave you frustrated and unsatisfied. Do not do it!
UPproach 