Don't Join Facebook, Twitter, or even LinkedIn ... Unless
There’s no hidden agenda in this post, no bait and switch, no formulaic construct. I genuinely mean, don’t join Facebook, open a Twitter account, or even create a LinkedIn profile … unless you’re committed - completely and fully committed to the relationship for your business.
Like a personal promise to train for a marathon, prospect five new accounts daily, respond to every customer inquiry in 30 minutes, or keystroke a novel, joining a social site for business purposes requires the understanding of several key responsibilities:
- Scheduling dedicated time …. as a personal trainer for 20 years, the number one excuse I hear is, “I just don’t have the time”
- Brainstorm and vet meaningful content, with an honest intent to educate
- Seek assistance that often involves critiques, which may be difficult to personally ingest, but are important for personal growth
And only with adherence and persistence to each of the points above, will you have the lucky opportunity, to engage with hundreds of fellow social humans, perhaps in the same scope of business, the same passion of personal interest, the same dedication to a cause.
And as an organization, the ‘risk vs reward’ is even more intense.
Far too often, corporate accounts on social media sites are ignored, possibly even forgotten that they exist. Generic or without updates, late or untimely responses to customer comments; the impression prospects and customers get is at best, one of indifference by the company and at worst, one of disrespect for non-reaction/interaction.
And to whom do you hand the keys for this opportunity of customer engagement? With that question, tends to come looks of desperation and/or reminders of past failed efforts, like someone who has failed a New Years resolution.
The great news, is that like your personal fitness goals, there are absolutely qualified candidates for hire, third party vendors for managed services and even self-education courses for currently available staff. While you may stumble through the first business plan, there’s an opportunity to engage with prospects and customers and people with similar goals, via the marketer’s “holy grail” of one-to-one marketing.
But referring to an initial comment in this post, as you wouldn’t train to run a marathon, without a specific and detailed plan. The same suggestion here, holds true, regarding participation in social sites.
Corporately, I’m even suggesting that when you want to create a newsletter … don’t. Unless you’ve thought out at least six months’ worth of content ideas, assigned responsibilities (copy, graphics, distribution) and done a cost/ benefit analysis. For customers, it’s frustrating, almost a tease, to get relevant material at the beginning of month one and then perhaps near the middle of month two and then possibly month five, etcetera. This pattern of failure is repeated far too often, by organizations without the long term (aka – marathon versus sprint) approach.
Creating, maintaining and nurturing conversations and communities online isn’t easy. As most of us know, “if it was easy, everyone would do it.” So if you’re not going to be responsible, it’s okay if you look, listen and learn, before tackling the responsibilities of joining, especially when it comes to the businesses interactions.
- This post has 3 suggestions … what’s your “word of advice”, to people/ vendors responsible for managed social site services?
As a final point (and reference to a previous post – why a sales rep knows marketing), I challenge sales professionals, to tell their story, as quite a few of them are more than enough fodder for long term interaction … And don’t be afraid to ask the marketing department for help, if you can’t find the ‘right words’ as you look to put pen to paper.
Best of luck with your communications, to create the remarkable interactions we seek, between us and our “listeners.”
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Shawn M. Ramsey
Digital and Sales Process Consultant
20 years automotive – Retail, OEM supplier, Vendor
20 years certified American Council on Exercise trainer
HR and Learning & Development Professional | Helping You Cultivate a More Human and Thriving Workplace | PHR | #TEDx Talker
9 年Just read this from Naomi Dunford, that reminded me of your post. “… if you do NOT dig the new thing… If you do NOT think you’d be good at the new thing… If you do NOT think the new thing would be the right choice for your business… Then don’t allow yourself to be intimidated by the opinions of people trying to look hip or scare you.” https://ittybiz.com/are-other-peoples-opinions-losing-you-sales/
Married to Digital Marketing & FinTech, An Author who loves to write about Disruptive Innovations
9 年Spot on
President at LineDrive
9 年So very true...commitment is key to make it a part of daily behavior.
HR and Learning & Development Professional | Helping You Cultivate a More Human and Thriving Workplace | PHR | #TEDx Talker
9 年Love this, Shawn. Unless someone is important to me and I think they are missing an opportunity, I tell most people who ask me if they should do social media to just let it go. They seem relieved to be let off the hook. It IS a lot of work, and can be very rewarding, but you've got to want to do it, and do it right.