The tree, the forest… you follow me. When asked about their social media programs, I often get this response from organizations “Facebook…..yeah….. um, we just hired this student to build a Facebook page for us, yeah….it’s really going to make a BIG difference…” Right. Pull the other one.
So I say: “Are you tracking it? Do you already collect stats?”
They say: “stats? what stats? why do I need stats? I have Facebook now”.
I change tack. I say: “So are you blogging as well? Do you actually blog everyday and feed your facebook page with your blog?”
They say: “Blogs? What have they got to do with Facebook?”. Answer: CONNECTIONS BABY….
I say: ” And so are you using YouTube, Slideshare and Flickr as your RSS backend media platforms?”
Now they look confused. Maybe it is the jargon. Maybe they are becoming worried about good old FB. I try something else….
I say: “Have you looked at creating an alumni on Linkedin?, “A group on Facebook?”… “It has a purpose, people will care and engage.”
They say: “Huh?”
Yep, you get the picture…. does one Facebook page mean you are up to speed with social media?
I could keep going but I realize it may be pointless. There’s social media and then there’s the surface of social media….Social media has been likened to an iceberg….it’s deep and much of what it can do is completely hidden from you. A good social media program takes time to implement and reap rewards from but it is worth taking a deep breath and considering….Can we get past the basics? Think about why you are using particular tools. What are your goals? Are they measurable? They should be. Do you have a customer list? A member list maybe? Have you thought of actually engaging your current customers? You should have. Because that’s where it all starts.
Social Media Marketing is still marketing. The old adage is true “the cost of acquiring new customers is still higher.” People won’t care more for you because you’re on Facebook but people who are already your customers can become FANS on facebook… or a fan on YouTube… This is what drives traffic. Communicate relevant information to people who care. Put your precious dime to work for those most important to you and the others will come. Social Media Marketing is a Mirror. It is certainly more than a tree….and much more like a forest.