Just because you know that you have to be on social media, you create your Facebook account in a haphazard manner without even knowing its basics. I have seen marketers integrating Social media tools without knowing what tools are appropriate for them and how to use them.
Small businesses need to realize that getting involved in Social media isn’t that easy. Paul Chaney alludes to this in his blog:
“Companies must first inculcate social media’s mindset to experience maximum benefit. It’s the same rationale behind why theory courses are taught in college before practical ones. To do otherwise is to put the proverbial cart before the horse.”
Here are a few steps to start with before you actually dive into the deep Social media ocean:
1. Authentic and Transparent approach:
Authenticity and transparency are the basis and most essential parts of Social media. Gone are the old days in which marketing professionals ruled the online world where they had the authority to publish content of their own choice. In Social media era, authenticity and transparency is the criterion for being social. You have to have a clear mindset to be willing to openly share.
2. Do not try to control and own your content:
The fact is that in Social media, your customers own your content, your brand and your services. Sad and scary, but true! David Meerman Scott, in his book, World Wide Rave, puts it this way:
“For your ideas to spread and rise to the status of a World Wide Rave, you’ve got to give up control. Make your Web content totally free for people to access, with absolutely no virtual strings attached.”
It is even sadder for marketers to know that consumers are no more just consumers. With the advent of innovative web technologies, your clients are now also the creators of the content about you. They can alter what you publish and say unbelievable things about you beyond your imagination.
3. Every participant makes a difference:
Every online person in Social media is contributing in some way. They are making difference to your organization to some extent in a long run. Let’s take the example of Susan Boyle, a tough competitor in a British programme, Britain’s Got Talent. Like me, many other bloggers are talking about her spectacular performance and millions of others are spreading her video on YouTube giving her worldwide fame in no time. That’s the power of Social Media.
These were some of the steps I have mentioned but undoubtedly, there are still many others that I have not mentioned here.
So if you are ready to accept the above bitter or sweet realities about Social media, I would suggest you should go for it but in a proper way.
What other approaches you think marketers need to follow before embracing Social media?
