My Business Ran Fine Before Social Media: Part 1 Time to Define
True. It probably did. And now you're probably tired of trying to figure out why you need to be on LinkedIn, what's trending on Twitter, tuning into the latest Periscope episode, and what you should blog about or if you should even have a blog… It'll make your head spin.
The land of communication has exploded and many of us are still trying to get a grasp on how it works for OUR business. It's enough to make us want to revert to mailing out newsletters once a month and invest in radio advertising (which isn't necessarily a bad thing, so long as it's done in balance and with accurate expectations...), shake your head and say "it's not me".
Don't throw in the towel yet.
Your business did run fine before social media. It did. It's how you got to where you are today. But who is going to be the next set of decision makers? Notice how I said decision makers and not CEOs? More times than not, a CEO is just one of many decision makers in a company . And more times than not, your decision maker is, or will be, a millennial. A millennial who grew up Tweeting, blogging and researching products and services online.
There is a place for your company online and in the world of social networking. Social media can give you the extra boost in building your top-of-mind-awareness. It can help your search engine optimization! Before we get ahead of ourselves, it's important to take a breath and take a step back.
TIME TO DEFINE
Jumping into social networking without a defined goal, target market and purpose will lead to disappointing results and unrealistic expectations. Some businesses use social networks to showcase their company culture, promote their products and services, to obtain customer reviews - or a combination of all three. Regardless, it's important to define your objectives:
- Define your marketing goals.
- Define why you think you should get into social media.
- Define who your target market is. This will be crucial when determining which social network you should be active on.
- Define the goal and purpose for your website, for your LinkedIn page, for your blog, etc.
- Define what you want to get out of your social media.
- Define the social networks you are currently active on, or have a profile/page created.
Once your objectives are defined, it's time to start researching the different social networks. For example, I've seen companies use Facebook solely for showcasing their company culture. They also used Facebook for "fun" posts, keeping the content light and playful. I've seen other companies use YouTube for promoting products and services, showcasing How-To videos and featuring customer testimonials. I've seen other companies use LinkedIn for recruiting and enhancing their talent engagement program.
Social media can be a very powerful tool. Explore the possibilities and see what it can do for your business.
Stay tuned for Part 2: What's the Plan?