Before I begin, a rather large caveat: anyone who bills themselves as a “social media expert” is not, under any circumstances, to be taken seriously. Just because someone got 30,000 followers in 2006 by using some churning software doesn’t mean they have any idea what in the hell they’re doing. I’m not a social media expert. If using Twitter, Facebook, Digg or Del.icio.us is difficult, then you’re got myriad problems I can’t even begin to address. They’re just different ways to have the same conversation. The hard part is using all the different platforms effectively, efficiently, and with real results. I’m not a social media expert, I help people do what they already know more effectively. Let me say it again: I’m not a social media expert.
I recently sat down with a freelance client of mine (who did give me permission to use this story) to talk about their social media strategy. They’re nice folks-smart, good-natured and the have an excellent line of services. Unfortunately, they started that whole social media/networking/marketing thing with no idea what they wanted out of it. You know it goes; someone’s friend/colleague/relative/babysitter says “z0mg dude u need Twitter you’ll be rich lols.” So they get on Twitter, and what happens? They post “_______ is now on Twitter!” and when they don’t get 1200 followers in the next hour, they stop using it.
Without a doubt the single most important thing to remember when it comes to any form of social media is that you need to know what you want to get out of it. Are you getting a Twitter account to drive traffic to your website or to keep tabs on your competitors? Are you making that Facebook page to try and get a sneak peak at upcoming trends among your customers, or for advertising? What you want out of social media shapes your entire approach. If you don’t know what you want to get out of it, you’re not going to get anything out of it.
What you want to get determines how you go about getting it. This is where having someone who knows what they’re doing on staff or retainer can help. What can Facebook do that Twitter can’t? What do you need to do that neither of them can? What other social platforms are out there that fill your needs? Notice that nowhere in here does it say to pay someone $1,000 to set up a Twitter and Facebook account for you.
The fact of the matter is that great content, products or services do not market themselves, nor do they beget a great social media presence. All require strategy, planning, and dedication.
