Is Social Media Right For Your Business?

I recently consulted with a business regarding their various marketing needs.  One of the topics we discussed was social media.  After our initial consultation, they decided to hold-off on moving forward with social media for a few reasons/concerns.  I hear these a lot, so I thought I’d share them (and my opinion) with my readers.

“I’m not sure I’ll do it correctly.”  While it’s not super-complicated, there is a marketing science (and etiquette) to using social media correctly.  In a nutshell . . . you need to determine if your customers are using social media, what platforms they engage in and what their expectations are.  You need to determine goals and objectives for your social media and create a strategy/plan to meet those objectives.  You’ll also need to determine what metrics you’ll use to evaluate your strategy.

“I’m not sure it will pay off.”  If you’re expecting an immediate and significant boost in sales by suddenly engaging in social media, you will likely be disappointed.  Social media is more about relationship and community building, interacting with customers and a gradual build.  It’s about sharing and providing something of value.  It’s about the art of attraction.  It’s not a soapbox to promote your business with 90%+ of your posts.

“I’m not sure I’ll be able to generate content.”  Don’t let that stop you! Chances are, if you Google the product or service you sell, you’ll find millions of hits on that search.  Which is a good article?  Which is a trusted source?  Use your industry knowledge and experience to become an information filter for your audience.  That filtering of quality information provides value, builds trust and attracts others.  Over time, it positions you as someone with subject matter expertise.

Is social media right for your business?  It can be, if you use it correctly (or hire someone who does).

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A Social Media Storm

Many watched the progress of Hurricane Sandy and reports of the devastation it caused.  Nicknamed “The Perfect Storm” and “Frakenstorm,” the images of destruction were shocking.  I hope you and your family survived the event safely and with minimal damage.  I’m very thankful that my family did, including those directly in the path.

This isn’t the first major storm where social media played an important role in reporting the news.  However, I did find it interesting that so many media outlets encouraged viewers/readers to engage them via social media to get current news.  Rather than wait for the next news cycle, which could be hours away, people were encouraged to follow on Twitter, friend on Facebook, pin to Pinterest, download weather apps, etc., etc.  It makes me wonder how many new followers/friends/app users these media outlets gained as a result of this natural disaster.

While social media is a great resource for current news as it unfolds, you do need to be cautious of what’s posted in terms of accuracy.  I had several friends share pictures to social media that were allegedly taken during the storm.  Virtually all turned out to be a hoax – either doctored using Photoshop or taken from a disaster movie.

With smart phones becoming the dominant type of cell phone and tablets increasing in usage, people could stay connected with friends, family and media – even if their home lost power.  In America, we’ve come a long way from candles and transistor radios.  Several friends who lost power could still post messages to Facebook letting friends and family know their situation.

Having grown up in New Jersey, I have several friends and family in that area who were significantly impacted.  My thoughts and prayers are with them and I hope their recovery is quick and smooth.

How did you use social media during Hurricane Sandy?