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Social Media: No Prescription Required

by   |  May 4th, 2010
Social Media, Tips-n-Tools


 

 
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This post originally appeared on member Bill Zipp’s Summit Small Business blog. After much pleading, I gave in and let it do it’s thing here. Enjoy.


Social media anxiety. Not yet a diagnosed medical condition, but it’s gripping many otherwise temperate business owners. Social media anxiety comes from the relentless drone of marketers to media-types claiming if you own any kind of business, you should be in social media. Yet, you aren’t. And the heart palpitations begin.


But does that mean you should jump in and do it? Nope.


Unless you intend on doing it right, then yes. Because just in case you’ve been told differently, participating in social media is (for now) an option. It isn’t taxes. Or payroll. Or cleaning the breakroom microwave. You can, in fact, ignore it.


However, don’t let this standing invitation fool you. Social media doesn’t tolerate a soft commitment. It cringes at cut and paste marketing and belly laughs at automated updates. If you can’t fully engage in it, neither will the people you are trying to reach.


But with many businesses still getting the basics of Social Media wrong, how can you do it right?


It’s pretty simple. Have a plan. Have a goal. But most of all, having these six fundamentals in place will set up you up for success.


1. Social Media is about relationship.


Healthy relationships require time, vulnerability, and a considerable amount of listening. In the same way, success in social media is built on cultivating real relationships with real people. Be in it for the long term and be prepared to invest in the relationship.


2. You don’t buy space, you earn it.


The real estate of social media isn’t bought. You earn a space by contributing to the community. Give away some of your knowledge. Promote the ideas of others, even your competition. Talk more about what matters to the community than what matters to you or your business.


3. Know the cost.


The greatest cost for you in social media is time. And if you think you can do it without a documented plan, the price skyrockets. So know what you want to accomplish with your activities and make appointments you can stick to.


4. You can’t be everywhere.


Until you can hire a brigade of social media foot soldiers, it’s just you. You and the best two or three platforms for your business. Focus on those, whether Facebook, Twitter, blogging, Posterous, Whrrl, or Slideshare. Or any shaken, stirred or mixed cocktail of them. Just not every one.


5. Get feedback.


Tap into people’s love of sharing opinions. Invite your customers, peers, and engagers in the social space to comment on your activity. Do they find what you are doing interesting? Inspiring? Obnoxious? Find out and refine your message.


6. It won’t be all positive.


Social media isn’t customer service, but customer service happens in social media. A bad Yelp review is a customer telling you the same thing he would over the phone, but for the whole wide world to see. What’s great about that? Lots of things, but most of all, you get to respond for the whole wide world to see. Turn it into a positive for your company.


What have I missed? How are you avoiding social media anxiety?

Matt Riopelle

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Reader comments (5)

 

I second that new and established relationships require time, great listening skills AND ALSO, interestingness. I can be real all day long, but if I don’t have anything interesting to say, then, I am not sure that folks will want to keep with up me in the long term.


Danielle Anthony | May 10, 2010

Very true Danielle. Social media really only works for the interesting. Thankfully, I think it’s an acquirable skill.


Matt Riopelle | May 10, 2010

Good post, Matt. I think part of being interesting is being interested. Asking questions, listening, following up … this shows the other party you genuinely care about who they are and what they have to say. Building relationships is a two-way street. “Look at me, aren’t I awesome!” will draw attention, but the benefits of self-serving motives are short-term.


Jeff Jimerson | May 14, 2010

True Jeff. Those things you mention build the relationship. And the relationship yield the most value to the business and the customer.


Matt Riopelle | May 20, 2010

[...] You think you can too. And you know it takes offering something of value. This is all part of the fundamentals of social media. You get that. But still you’re asking yourself, “Why would people want [...]


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