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Social Media got you down? Here is how not to get jaded.
In the last two years the term “social media” has exploded, fueled by the rise and overwhelming popularity of social networks like Facebook and Twitter. Marketers have realized the old maxim holds true: sometimes you have to go to where the people are in order to talk with them.
That said, social media often does not live up to its promise. As businesses test the waters of this alien world they are having wildly different results…sometimes engaging in social media works and sometimes it doesn’t. Add to that a large number of snake oil salesmen who promise “virality” and “buzz” for doing nothing other than setting up and promoting a Facebook account.
Small businesses are strapped for time and cash. The last thing they want to do is invest in resources that aren’t returning a profit. While social media may seem like a useful tool for getting the word out about what your business does, many small businesses have found it ineffective for acquiring new customers.
It is easy to get jaded by social media. But Rob Chant at Search Engine Watch lists 5 reasons why you should stay in the (admittedly hyped) social media game:
- Reaching Certain Customers – Social media is like the fast food of customer service. Some people are just into that…even if you could reach them otherwise, often social media is the easiest way to do so.
- Knowledge Base – Ask experts industry related questions and get real time answers via tools like Twitter. LinkedIn Groups provides another way to reach out to experts and build a knowledge base.
- Quick Feedback – Think of social media as a free focus group about your new product or service. Use it to gather feedback about what you’re doing. A great question to ask is “How can we do better?”.
- Track Trends – Find out what other people, including your competitors, are saying about your field in real time. Use social media as a research tool to inform your marketing.
- Engagement Tool – This is where social media is often falling down for small businesses. Try it as an engagement tool, but don’t dismiss it altogether if it doesn’t work. The other benefits can make it worthwhile.
Tip: if you’re feeling overwhelmed, pick one type of social media (i.e. Twitter, Facebook, LinkedIn, etc.) that most jives with your business and see how effective you can be with just that one tool. Learn what you can and then see if it makes sense to branch out to the other networks.
If you can, hang in there. Social media (like a blog or any publication) requires consistency over a long period of time to achieve results. Even if the results veer towards brand promotion rather than lead conversion, this could nevertheless have huge payoffs in the end. Your brand ambassadors might just spread the word about your product or service to your next client.
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