The Biggest Misconception in Social Media
We all know that more and more companies are turning to social media as a form of communication. Their reasons vary from marketing their products and services to communicating with potential clients. Yes, social media can perform wonderful conveniences, but the biggest question people seem to be asking is, “Why aren’t more people following me?”
The brutal answer is, because they don’t care.
A few days ago Frause social media guru, Matt Smedley, delivered a presentation to the Seattle chapter of Society for Marketing Professional Services (SMPS Seattle) on social media dos and don’ts. Today, in our fast-paced, technology driven world, people are concerned with tweeting every small update or uploading as many photos as an album will allow on Facebook. With new social media platforms emerging constantly, (Pinning? I am just getting a grasp on tweeting!), it is difficult to keep up, much less master them all which, is why a lot of people just end up flooding their sites with, well… junk. In doing everything possible to increase their social media fan base, companies almost always forget the most basic thing: quality content.
In his presentation Matt highlighted this emerging problematic trend. He stressed the importance of generating quality content and the ways it can benefit a company. I had the pleasure of speaking with Matt for a little Q&A and in doing so learned a lot. Here is some of his valuable advice:
Q: What is the most important thing to know when implementing or expanding a social media platform for a company?
A: Focus on creating stuff people actually want to see. The point is that there is a lot of junk out there and companies are often the worst offenders. People are humans first and business people second. If your content is unoriginal (you didn’t create it yourself), boring or uninspiring, people simply won’t care.
Q: What is your biggest piece of advice to make social media programs better?
A: Try to create something awesome. However, the downside of creating something awesome is it is hard. Being awesome requires time, money, creativity and risk.
Indeed, creative minds are not easy to find, and they also aren’t cheap. The reality is everyone would have something “awesome” if it was convenient. In a recent article titled, “Top 5 Social Media Lies,” well-known social media personality, Samantha Collier— stated the cold truth:
“This is one of the biggest misconceptions of them all. Social media is not free. It takes time, and the last I checked, time equals money. Even if you decide to keep your social media marketing in-house, you will always be paying someone to monitor your accounts.”
So is it worth it? The answer is a definite yes. As Matt advised, “It’s all a balance. If you are willing to do the work, you can have high goals for what you hope to gain in your company from your social media platforms, but if you’re not, you need to take a step back and adjust your expectations.”
So in the end, be sure to invest in the right people to execute your social media efforts. If you invest in your social media platforms, you will be pleased with the outcome. Pulling from the wise and influential Coach Dugan in, A League of Their Own, “If it wasn’t hard everyone would do it. Being hard is what makes it great.” So, don’t be everyone. Push yourself to be different, bold and innovative. Utilize your skills and improve your company, as well as yourself.