With seemingly new networking gadgets and applications coming on the scene almost every day, the world of social media can be an overwhelming place. If you haven’t yet tested these waters —you may be in a shrinking minority—but don’t worry, there’s time.
As a public relations professional, it was imperative that I embrace the world of social media. Well, I am learning to do so, but that doesn’t mean it is easy. Personally, I see social media as a way to be ever-connected to the world—24/7—you’re connected to your work, to everything and everyone. Professionally, I recognize that as a wonderful opportunity, especially for our clients seeking to build their online communities. And yet, personally, I like to have the ability to turn it all off. But you can’t…not really. And so while this personal-professional battle rages on internally for me, I am learning how to manage it. And so must you and your business.
As guru Mitch Joel says, the world of social media is very much a living organism. It is undergoing constant change, ebbing and flowing, living and growing while you’re working, playing and sleeping. It’s up to you to choose how you will (or can) participate in this organic process.
The more things remain the same
So for a business that has yet to decide how to participate in this process, I can sum it up this way: despite the constantly changing landscape in the world of social media, some things do remain the same. And these are the basic principles of good marketing.
Think of all the social networks and opportunities out there as potential tools to add to your marketing-communications toolkit. Don’t start by asking which “tool” you should be using. You must start by defining your strategy. In other words, you must first answer the “why” question to determine how best to make use of social media. That will point you to the right tools, whether traditional marketing and public relations tools, social networking channels, or some combination thereof.
Use social media to leverage other marketing activities
Social media tools don’t necessarily replace traditional marketing, advertising or public relations efforts or make them any less important. The tools can be used to supplement your other marketing efforts if and when it makes sense for your business. If you find that social media does make sense for your business (which most do in some form or another) they should be integrated with your “traditional” marketing activities. One should help leverage the other.
So rather than asking your employees, friends or colleagues what you should be doing on FaceBook or Twitter. First ask yourself, “Why?” And if you can’t answer that question, you’re not ready. After all, jumping into social media blindly is like trying to use a map with no idea of where you are going. Doesn’t make much sense, does it?
Our strength is helping clients determine the marketing strategy that makes sense for them, setting measurable goals and then (finally!) identifying the tactics (or tools) we’ll use to get there. So try not to be over-wowed by the many new tools you can use on your marketing journey…first start by focusing on your destination. It makes for a much smoother, happier ride.
