A- Maybe it shouldn’t.
Yes- Really- maybe you can and, frankly, maybe you should, mostly ignore Social Media.
- If your company’s numbers aren’t moved at all by internet traffic (and shouldn’t be given the industry)
- If nobody at your company has either the time or money to invest in quality, unique content
- If your key demographic is over age 65.
- You product/service is purely a commodity that is ONLY price driven and nobody in your industry is a market leader in either price, quality or satisfaction.
- You have few, if any, referral and repeat customers.
If 3 or more of the five statements above accurately describes your business or industry, then yes, you can likely safely mostly ignore social media as a marketing tool without tremendous risk. If that is the case- spend an hour doing the following:
- Create a Facebook page directing people to your website.
- Create a Twitter account directing people to your website
- Have all key employees create a Linked-In account and connect with key customers, vendors and colleague's.
If you decide that Social Media IS a tactic to participate in:
First, Order Your Goals:
What are the top 3 reasons for you participating in Social Media?
Possible Good Goals include:
- Search Engine Optimization
- I want to control my reputation online
- I want to be a market leader
- I want to reach a younger (Gen X & Y) demographic
- I want to increase brand loyalty
- I want to establish a community around my company.
And possible bad goals (But, please, be realistic with yourself)
- I want to start a wild viral campaign that is world famous.
- I want an excuse to use Facebook at ‘work’
- Social Media is a really cheap way to yell my message out early and often.
Each of the goals is an blog post or article onto itself- but if you start with a strategy, I generally find that the rest will start to take care of itself.
My last point on Social Media is what I find to be the most useful social media business tool I’ve come across: The Kitchen Timer
I use a loud kitchen timer that I can set for 15 minutes. It tells me when it’s time to quickly finish and move on. Make sure you place this at least across the room from you so it forces you to finish what you are working on before turning the alarm off.