There seems to be a mad rush to get on the social band wagon. Even though you and your business have been without Facebook, Twitter, a blog, LinkedIn or Google+ for your entire life and business history all of a sudden someone in your organization who has authority has decided you need to “get on social media,” by next Friday. Whoooaaa horsey, slow down! “Doing social” or “getting on social” is far different from being a social business. This is the first in a series of posts I will be writing about being social versus doing social. For the purpose of this
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Facebook added the ability to convert your Personal Profile Page to a business page. The business pages use to be called “Fan Pages.” Although Facebook has officially changed the name, many of us still refer to them as Fan Pages. This is great news for people who incorrectly setup a personal page as a business page. Setting up and maintaining a profile for anything other than an individual person is a violation of Facebook’s Statement of Rights & Responsibilities. If you don’t convert your profile to a page you will run the risk of permanently losing access to the profile
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When it comes to experiential brand and marketing, you either get it or you don’t.
If you think all it takes is a pretty logo, Twitter background, branded Facebook page and matching business card is going to provide your audience a true brand experience, then sorry, you don’t “get it.”
Apple has the brand experience nailed.
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The latest social media buzz for both small and large business seems to be “I need to add the Facebook button and start Tweeting.” We all know businesses that should know better but are still fooling themselves into thinking they are actually”doing social media” if they add the words “like us on Facebook” and “Follow Us On Twitter” to their website. Sadly they think they have officially entered the world of social media and are off to great blue Facebook pastures. My question is always, “how’s that workin’ for ya’?” The silo’d activity of adding social media icons to a
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Social media is free, right? Simply register for 50 social media profile accounts, start tweeting, facebooking and linking and you’ll have tons of free leads, referrals and an instant community, right?
WRONG!
There is no short cut to social media.
Why you ask? It’s easy, to setup profiles, easy to get new friends, easy to get followers and grow your community. Sorry folks, social media is not free. It will consume your greatest asset which is time. In business we all know time is money. So no, social media is not free.
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Success in social media is defined differently by many. Most agree that Random Acts of Social Media (RASMs) and Random Acts of Marketing (RAMs) are not going to get you to the ROI hall of fame in 2011! Most also agree that social media should be executed under the umbrella of a plan with a focus on integrating into the DNA of your business in support of broader goals and objectives.
So, for the sake of this post let’s assume we have a plan, we have goals and we have objectives. One might think, “great, we’re done planning – now let’s go tweet about it.” Wrong! Don’t head straight to the tweet deck until you have taken the time to understand your audience. Get inside their head and figure out what makes them tick. What attracts them organically to you, your brand and your services? Hopefully you already did this as part of building your plan, establishing your goals etc. However, I know most of you have not, thus the reason for this post!
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We all know the type. The business, the newspaper, the consultant, the franchise owner, the MLM team lead, the cheesey online city portal who refuses to admit social media success requires engagement. They’re afraid of getting negative comments on a blog so they don’t blog. They think their current ways are working even though their offline monthly distribution is 50k and they have less web traffic and email subscribers than I do as an entrepreneur who just left corporate less than 18 months ago!
They are usually also the folks who blast “Like us on Facebook” on every piece of collateral, email newsletter and printed piece of communication.
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“To tweet or not to tweet? Facebook or not to Facebook? Hire intern or hire agency? Train sales team or keep them in the dark? Share what I had for lunch…. okay, never mind… we’ll start social media next year, not now.”
To do social media or not do social media seems to be the question for many CXOs. However, the truth is the party is already happening in their honor, they just aren’t in attendance.
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Most of us know that social media is about 1:1 connection. At the core of the social ecosystems are people and relationships. Connecting with your audience, partners, influencers and yes, customers with more than just an avatar is essential.
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With the new year comes new budgets, projects and social media goals. Many new businesses will be hopping on the social train. The question is how long will they last? Will they make it to their destination? Bigger question is do they know their destination?
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