GETTING YOUR SOCIAL MEDIA MARKETING BACK ON TRACK (PART 1)

Part of any worthwhile online marketing presence has got to include social media of some sort or another. Let’s face it, it’s not going away. Companies such as Twitter, Facebook, LinkedIn, Digg, Reddit, you name it, are being gobbled up or are IPO-ing like you wouldn’t believe. They’re also growing like you wouldn’t believe either.

To many people, there’s still confusion when it comes to how to integrate social media into your overall strategy. Last time I checked, there were still 24 hours in a day. Work has to be done and there’s little enough time as it is. Adding to the problem is how to go about it. It’s one thing to be a proactive Tweeter…if you’re Oprah or Ashton…but what about you? By now, you’ve probably set up that Twitter account. You may have set up your Facebook page too (if you’re using your personal Facebook account for your business change it now). Got a blog? When was the last time you updated it? What about the website?

Still there?

Deep breath.

The first thing to remember about Social Media is that it’s “social”. That means interactive. It’s unfortunate, but as SM has developed, it’s remained a very one-way street for many people. It’s often treated like TV or Radio, where one side speaks and everyone else listens – if there is anyone else out there.

Consider a business meet-n-greet. A big room. No one knows each other. Someone breaks the ice and talks to you. They ask you a question. You answer. Normally you ask a question back. They answer. Dialogue initiated. Social media works the same way. Sure, for some people, the ability to speak and be heard seems to be natural. For nearly everyone else it’ll take work.

Like your business or personal network, social media takes effort and communication. Otherwise are you really any different from that annoying tele- or door-to-door salesperson? You’re not going to be able to (unless you are very lucky or have a gift of some kind) to just start shouting out your message in various forums and expect people to come running. Isn’t that what SPAM is all about?

So, consider the kind of person you want to ultimately deal with (sell to). What common ground (other than what you’re selling) do you have in common? What can you do to get to know them? A REALTOR I know set up a blog (365phx.com). In it she talks about things to do in Phoenix. When she has time she posts odds and ends, events and that sort of thing. There are some links to her website and she has a Facebook page. She actually enjoys writing about things to do in the area, and she’s attracted quite a following, including write-ups in local media. Oh, and she’s got a high search engine ranking, averages 1,500 visitors a month…and sells homes.

She found something of interest to all people concerned. It’s a more gentle approach. It takes time. It takes effort, but it’s a seed that will grow, with a little care and nurturing.

In the next post I’ll talk about integrating your various Social Media programs and working up a plan.

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