Perhaps, like many business owners, you’re looking at this year as being an opportune time to pin your business on the social media map. A social media presence is no longer the bleeding-edge of a company’s communication, awareness-building, and engagement strategy.
If you are about to venture into building a social media presence for your business, may I give you a few words of warning.
Many companies spread themselves too thinly when it comes to social media. There are so many sites to choose from. Where should one start?
It’s tempting to think that you need to be on all of them. After all, you may be missing out on attracting possible customers, right?
Technically you’re right. But I’d say that your business should already know where your customers are, when they are there, and what your business should be communicating when they are listening.
It’s not voodoo, it’s simply marketing.
Social media vehicles are simply other ways of getting in front of potential – and existing – customers. The process of finding, attracting, engaging, selling to and following-up with them is the same: you’re just using different tools.
Thinking that you need to be on every social media website is the same as thinking that you need to put an ad on every TV channel, or in every newspaper, just because there may be a customer out there who’ll see it. There are not many single malt scotch distilleries that take out full page ads in “Mother and Baby” magazine, are there?
Don’t fall into the trap of thinking that social media is cheap. If you’re serious about using a particular social channel for your business you need to create and distribute content on a regular basis. You need to optimize content and messaging for each social media channel individually. You need to monitor reach, and engage accordingly. You need to participate in your audience’s online conversations, contributing relevant and useful information along the way.
As social media strategy consultant Jay Baer is fond of saying: “Social media isn’t inexpensive, it’s different expensive.”