By: David Subers
I love this article written last month by Tom Pick (@tompick). He totally hits the nail on the head when it comes to how new clients perceive social media. I applaude the folks that are ready to embrace change and implement a new (and very foreign) marketing technique.
When clients start to actually experience social media marketing, only then do they really start to warm to the new direction. Unfortunately some show up to the party late, convince themselves they've missed the bus and decide to think the concept was just a bad idea.
Invest the time to really understand the concepts layed out below and you will be on your way to that new direction, like a comfortable old shoe.
1. Social media marketing will lead to overnight sales success. It can happen, but it isn’t common and shouldn’t be expected. Social media is about building relationships and influence. It takes time, but the payback can in social currency will last longer and spread wider than the most traditional marketing methods.
2. Anyone can implement a social media strategy. Social media is so easy we can hire an intern to do it. Because social media is fundamentally about conversations, the individual(s) behind your social media activities is often perceived as the public face of your company. This person is answering questions about your products and/or services, responding to or redirecting complaints, sharing interesting content, providing more information…you’ll probably want to be a bit careful about who gets this responsibility. ->
3. Social media marketing doesn’t apply to my business. There are isolated niches where this is true. For example, if you build weapons systems for the U.S. military, you not only don’t need social media marketing, it would probably be best to avoid it. And there may be a few other such situations. For virtually every other type of business however, someone, somewhere is discussing your brand, your industry or your competitors in social media. You’re missing out if you’re not listening and participating.
Read the complete list here
...and here's one more to add to Tom's list
12. Social Media can be totally outsourced. While probably true and may work for some companies, most businesses should plan to be well involved with their social media plans. You have to be involved at some collaborative level in order to make your effort a success. Nobody knows your business like you, and nobody else is going to light the fires and the passion of the marketing team like only a leader can.
