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The Only Thing Worse Than No Social Media Presence
I don’t spend much time pontificating on social media. I leave that to people like Gini Dietrich who live in that world. While I certainly have readers who are actively engaged in and even counsel others on the use of social media, most of the readers of this blog are busy working in and on their businesses and focusing on new ways to grow. Most businesses are still confused by this “new world” and are taking a wait and see approach. Today, waiting is a mistake – but not the biggest one you can make.
In May of 2009, I wrote that a content marketing strategy was a must for every business. Social media is clearly a means to distribute content, so it is certainly good news that I see more and more companies of all shapes and sizes announcing, “We’re on [fill in the blank]” – so an “A” for effort. Unfortunately, execution is getting a clear “F!” The fundamental mistake lies in the idea that a company or an individual are “on” a social media platform.
Social media isn’t something you’re on – it’s something you engage in. While it’s become trite to say that tools such as Twitter, Facebook and LinkedIn (to name a few) are not a broadcast medium, apparently this old news hasn’t hit small and mid-sized businesses.
While some businesses engage very effectively, my estimate is that 75% of fast growth businesses are not. That 75% fall into two categories: one group ignores their platform and posts or updates very infrequently, and the other actively participates, but they tell, and act as if their followers should feel privileged to have access the company’s thoughts. Frankly, I don’t know which one is worse.
Social media and content marketing provide a tremendous opportunity for companies to clearly demonstrate their difference. It allows you to leverage your strengths and, in many cases, neutralize your vulnerabilities. Done correctly, it’s highly leveragable and can lead to a multitude of return in a variety of ways. The key is that is must be done correctly. Correctly means that it is open, honest, authentic, and collaborative.
Look, a business does not need to participate in social media to be successful. Apple has virtually no presence of social media sites or platforms. My best guess is that this is because they have no desire to collaborate and engage, and that’s fine.
I recommend social media as a great lead generation and cultivation tactic, but if you can’t engage – skip it.
What do you think?
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3 Responses to “The Only Thing Worse Than No Social Media Presence”
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This post was mentioned on Twitter by dougdavidoff: The only SM mistake bigger than not being there: http://su.pr/AMAS51...
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Do it right or not at all? It’s interesting, and you site a big example, Apple. Apple hosts discussion boards on its site, and while TPTB may not participate, I don’t think these boards are a free for all. While they don’t engage on the thousands of Apple blogs and forums, I doubt it means they’re not listening. (just my guess)
There are so many different levels of engagement: joining all networks and trying to do it all, which is why many companies burn out on SM; they’re spread too thin. Others may forgo the plan, jump in without a strategy for engagement and clearly not know when/how to start. Others may have a small, infrequent but open dialogue..as needed.
ITA that collaboration and engagement are essential for doing SM right, but I’m not sure I’d skip it all together. I’d keeping listening and learning, and working on my way of getting it right. FWIW.
Davina,
You make an excellent point. I think the 3 most important things in social media are (to be trite): listening, listening and listening. And I agree with you point that you should be listening regardless of your level of participation.
Also, by no means to I think you should even think about engaging in every avenue in social media – quite the opposite. I’d chose the platforms that I want to play on and I’d focus my energy there. I’d add platforms with the same diligence of adding channels and/or tactics to one’s marketing mix.
What I’ve noticed, though, is that when companies listen first (and always), they don’t make the mistake I referring to here. Far too many companies (even some that I am HUGE fans of) think if they post a thought of the day through Twitter they’re “on” social media. Then they get no results and say, “See, this whole SM thing is a big farce.”
Thanks again for the great comment.