This blog posting is one that has been bouncing around my head for a long time now. In my opinion, relatively few companies are using social media well and many are using it very badly.
Small businesses receive an overabundance of information on social media strategies. Anyone who goes to a lot of networking events or events for entrepreneurs knows what I am talking about; there is inevitably a day scheduled for the discussion of or presentation of “How to Use Social Media Effectively.” The comments usually end up circling around the few people that don’t use any social media, don’t understand it, and should probably just avoid it. These few desperately try to write down every word tossed around the room, such as “Hootsuite and Groupon, “ but probably never look back at their notes. Everyone involved in the discussion tries to be helpful to the less technology savvy few, but the conversation remains very general. After one final event of this nature last week, myself, and a friend of mine, resolved to avoid any further meetings aimed at Social media of any kind. They just aren’t helpful.
Owners of small business hear all the time that “social media can’t be ignored.” I think we all realize that; however, I also feel that the negative aspects of social media are underreported. For example, our business relies quite a bit on the relationships we have with our customers. It doesn’t matter if all my friends, relatives, and contractors “Like” us on Facebook; they aren’t the customers and a hundred more followers doesn’t help our cash flow. My business objectives are not counted in Twitter followers, they are counted in sales!
Yesterday I came across a good list entitled “The Top 10 Dumb and Dumber Social Things People Do”, written by a Jay Deragon.
1. Thinking that collecting people with no relational intent will produce anything.
2. Thinking that strategy and tactics are constant, they are not.
3. Propagating anger and arguing mute points for the world to see how dumb it is.
4. Thinking that the crowd really cares. The only ones that really care are those in your tribe.
5. Sharing the mundane and babble as if it was relevant and meaningful.
6. Chasing popularity as if popular was a lasting and engaging value.
7. Focusing on which technology matters and becoming the expert on how to use it. It will change.
8. Considering someone as a guru or expert and following them like a rock star.
9. Not knowing that what you say and do online will stay in the virtual library for everyone to see forever.
10. Believing that social will solve all problems. Technology can produce more problems when people don’t know how to use it socially.
Entire article can be found at: http://www.noomizo.com/index.php/top-10-dumb-dumber-social-things-people-do/. I do feel that social media marketing is a bubble that may be about to burst. Usually, just when the very last people jump on the bandwagon, the focus is about to shift. Businesses are looking for a formula for social media, and there doesn’t seem to be one. The reason for all those meetings and discussions is because business owners want someone to tell them, “Do this, do that”……..and Boom!! your company will succeed in the social media world.
Sure enough, last week I had a company call wanting to “sell” us Twitter followers. Now small businesses get calls of this nature day in and day out, but this one was so amusing that I actually took a few minutes to try to find out exactly what they were promising. Unfortunately for me, the woman who called was reading off a script and didn’t know what she was selling. Twitter is, at its most basic, a way to build connections between you and those you interact with. I don’t know that there is a shortcut to it and I’m not sure how one can “buy” followers. I would rather have a small group of dedicated followers than a meaningless large group that don’t understand or know my industry.
Similarly, another issue in social media and social media marketing for small businesses is the time factor. There is the idea that social media is free. It is free but, to effectively use all social media well, you are going to put in some hours. My time is not free, I doubt yours is either. In fact, my time is the most valuable thing I have. Small businesses can launch a social media strategy on any budget, but you will have to dedicate yourself to your online presence. Success is not instant or overnight.
Social media is made and used by humans, so it can only be as good as those behind it. We all know it can be very effective when used well. Just be sure to think of it as a long term investment and don’t look for shortcuts.
Is there anything you can add to the above list? What is your personal social media strategy and what mistakes do you see companies making? Your input is appreciated!!
-GB