If you are actively participating in social media and not getting the results you expect, it may not be your fault. Your strategy may be flawed. If you followed the conventional wisdom for succeeding in the Web 2.0 world, it's definitely not your fault. You received misinformation.
When I started participating in social media several years ago, I followed the conventional wisdom, too. Countless hours were spent tweeting and posting with minimal return. Since I am a direct marketer to my core, there was one thing I did differently. I measured everything and documented it so I could see exactly what effect it had on my business.
Almost nothing happened. I met some great people, had some interesting conversations, but as far as my business was concerned, I would have been better off sitting on my porch looking at the mountains. They might have inspired me! Oh, wait...that's what got me started in social media. It seemed like a good idea at the time.
Actually, it was a good idea, but I had the wrong strategy. I tried to grow my business by tweeting tips, blogging, commenting on other people's blogs, and writing guest posts. Each of these activities has value but they need direction. And, that's where strategy comes in.
This post is the first of three that feature things I've learned through testing, observation, and conversations. Here are the first five signs your social media strategy is in trouble:
- You don't have one. Set up Twitter and Facebook accounts, get tons of followers and fans, make lots of money is a pipe dream not a strategy. You need a plan that moves people along a path that ends with the transfer of money from them to you. It needs to be flexible and adapt to the changing marketplace.
- Conversation trumps conversion. Successful sales people use their communication skills to move people into the buying cycle. Successful social media people do the same thing. Conversations have purpose. They remove resistance and resolve issues. Chatting about other people's activities does little to further your cause. Focus is important.
- Your customers aren't part of your community. The very best communities begin with customers. The ones who love you are your friends. The Web 2.0 world can be brutal. You need all the allies you can find. The ones who hate you are your best friends because they let you know what's wrong and allow you to show how well you can make things right. (Note: There's a difference between unhappy customers and trolls. Avoid the trolls, they always win.)
- People don't know what you want them to do (or how to do it.) When I first started on Twitter, someone asked me to DM her with my email address. I didn't know what DM meant (Direct Message- sending a private message via Twitter) or how to do it (replace the @ with d and a blank space). I Googled "How to DM Twitter", but it didn't help. Twitter was in it's infancy at the time so how-to help was limited. People made fun of me when I tweeted "What is DM and how do you do it?" Your customers and prospects have seen others ridiculed when they ask questions. If you don't provide the what and how, people won't ask. Make it easy for them to follow your path.
- You don't have a social media participation policy. There are plenty of examples where employees and vendors have made missteps that jeopardized corporate reputations. Establishing guidelines before incidents happen is a best practice. It educates your team members about what's acceptable or not and eliminates the "I didn't know" excuse when something does happen. And, something will happen. It's a matter of time, not if. Being ready with an action plan will keep a challenge from becoming a crisis.
Signs Your Social Media Strategy is in Trouble (Part 2): 6 - 10
Signs Your Social Media Strategy is in Trouble (Part 3): 11 - 15