There are now almost as many social media “experts” as there are people using social media. But how does someone go from being an expert in real estate law, or multilevel marketing, to social media pro? Just because someone is good at using the medium doesn’t mean they’re good at making it work.
Here’s why. In one key aspect, social media marketing mirrors ever other effort to grow your business that came before it.
It is STILL marketing.
Which means marketing pros will produce the best results. I’ve seen this in other marketing mediums as well. Video for example. There are plenty of people who can create a video. The technical ability to crank out a video isn’t enough. The hard part is knowing how to create it, craft it, and polish it in a way that it achieves something other than taking up space on a page. All marketing efforts should be able to move people to action.
Social media is no different.
Too many businesses jump on the band wagon and start spewing stuff out there. They try and tackle as many social media platforms as they can with the idea that more is better. The problem is, it’s nearly impossible to really communicate with people when you’re just trying to get something out there.
Inevitably interest dwindles, time is taken by other important matters, and it all just dies. Then the question you are putting into the minds of those who stumble upon the numerous links to your social media assets is “are they still in business? are they doing ok? what happened?”
Having social media accounts that are old, stale, abandoned and forgotten has exactly the same outcome as an active marketing campaign purposefully designed by your competitors to call into question your ability to do whatever you do.
Even in the best cases, those who do keep up with the demand of social media marketing by regularly posting fresh content and interacting with their followers – end up with uninteresting, forced and robotic sounding interaction which also communicates to their readers a feeling of fakeness and the disconnect of a corporate drone.
But it doesn’t have to be this way at all.
By purposefully planning and carefully choosing which social media avenues makes sense, and most importantly integrating it as just another medium for marketing, businesses can really connect with their fans, readers, and followers in a way that all of their traditional marketing should already do.
I think the most important thing is to look at social media marketing as what it is – marketing, and not give in to the idea that since it’s a “new thing” that somehow the regular old rules of marketing don’t apply.
Avoid the mistake of assigning your social media efforts to someone just because they are Facebook fanatics or Pinterest junkies.
Just by remembering that social media marketing is still marketing will help you put it in it’s proper place in your efforts to grow your business.