The discussion taking place regarding social media is fascinating. It’s a very predictable conversation as a business jumps into this new exciting media channel.
It goes something like this.
“WE HAVE TO GET INTO SOCIAL MEDIA!”
“I agree we can’t be left behind and it might be a silver bullet!”
“HOW DO WE DO IT?”
“I have a friend who’s into social media or we can use our internet guy.. he’s a wizard on Facebook. Let’s get one of them to set it up and run it.”
“HAVE WE SOLD ANYTHING?”
“No not yet. I’ve been posting deals of the week and nothing sold. But, I haven’t looked at it in a few days.”
“HOW COME WE ONLY HAVE A FEW LIKES?”
“I don’t know. I told you this was a waste of time!”
This scenario has taken place thousands of times. All you have to do is look and you’ll see Facebook skeletons littering the internet. All the sights look the same, very few likes and no post for months.
Here’s the problem! Narrow thinking and a lack of social media knowledge. It’s not the media! It’s the driver. It’s a new media AND very few people understand how to make it work.
HERE ARE SOME TIPS
1) Review your social media platform.
- You must have a blog but it shouldn’t appear to be a sales site.
- It needs to have key search words in the title, text and photo’s. Match the key terms you ‘re using for Google Adwords. (If you’re not using Google Adwords call me right away!) You need to post 3 blogs per week.
2) Integrate your blog into digital and traditional media!
- The blog gives you great content every month for an e-newsletter. Put 4 blogs into the newsletter and send it out. Add fixed ops offers and encourage them to engage your social pages.
- Each blog you publish enhances your Organic search rankings. You’re becoming more relevant!
- The blog gives you editorial content to run in local newsletters for churches and other local organizations, community newspapers, and internet sites. Everyone needs free content!
3) Integrate Social Media into your sponsorships!
- Don’t sponsor one more event or organization without creating a social media event out of it.
- For the first time you can actually get value out of every donation you make. In fact you’ll see returns you never thought possible. When one of these opportutinites goes viral look out. The added exposure of TV, radio or newspaper exposure can be significant.
4) Integrate Social Media into your media negotiations.
- Social Media should be apart of every media negotiation you do in the future. Look for opportunities to tap into the media’s social networks. Ask how do we create a dynamic social program with this promotion. If you really want some added value out of your next media buy include social media.
OK… Social Media WORKS! The problem is the discussion is usually centered around the wrong topics.
You shouldn’t be asking is it working. You should be asking…..
”How do I Integrate Social Media into everything we do?”
Last thought>>> Stop thinking of Social Media as a stand alone media. It’s a critical communication channel for your customers. Make it a big part of yours. Integrate!
