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Hello friends!  I know that many of you are trying to make the pieces fit in marketing yourself or your product to your target audience.  While that’s a very smart way to be thinking, I’m here to let you know that social media platforms like Twitter and Facebook and YouTube are NOT marketing strategies. They are just MEANS TO AN END. They are tools. Parts of a whole. Pieces of the puzzle. They are NOTHING in and of themselves. (At least nothing in terms of marketing. Sorry to burst your bubble). A successful marketing strategy uses tool but the emphasis remains on the word “strategy.”

The Problem

Somewhere along the way social media became the newest rockstar on the block and caused people to stop and take notice. Many laughed it off as a trend that they didn’t “get” which would soon disappear into the night. (I call them “the idiots.” Affectionately, of course) Then the media got a hold of it and the “stuff” hit the fan. (I’m trying to swear less these days…) These stories took the hype to new levels. Social media went from obscurity to prominence in what seemed like no time at all.

The biggest winners among the social crowd have, so far, been Twitter and Facebook. Both Twitter and Facebook have seen their user levels skyrocket in the last few years. Peeps figured that if they didn’t join up they would be late to the party or miss it altogether. Companies everywhere suddenly HAD to have social media as a part of their businesses. This is where the problem really began.

Unfortunately, in all the excitement, people and people failed to ask the really important question: “How can MY business benefit from the use of social media?”

From talking to various people in various walks of business one of the most common misconceptions that they have is that they can just join a site and write a some comments and BAM! they will be rolling in the new customers.  Sorry homie. That’s not the way it works.

The Solution(s)

Luckily, there IS hope. I realize that you want to get the most out of your time using social media. And honestly, if done right, you can be rewarded for your time spent by increases in brand awareness, clients, a growing list of potential clients to interact with, and genuine interest in your goods.

You don’t have to be on every single social platform that’s out there. (Seriously folks, who has the time?) Pick one and get really good at it. (Maybe two if you can consistently manage the action) Each social media platform is used somewhat differently so you need to find out how successful businesses are using them and create a plan that suites your biz.

What you really need to determine from the outset is your goal for using social media. Are you trying to:

  1. Generate leads
  2. Increase website traffic
  3. Build brand awareness
  4. Have an extension of your customer service arm
  5. Build a list of people to market your business or service to

Setting goals will help you stay on track and make sure that you are more focused in your interactions with the community at large.

A great social media strategy will only work if there is a real commitment made to maintain the contact with your audience over the long haul. This cannot be overlooked. Its kind of like being in a relationship. You can’t expect your boyfriend or girlfriend to stay with you if you suddenly stop communicating with them, right? (Unless you are quite the charmer…) The same thing goes for a successful social media strategy. Find or hire someone in your organization (or do it yourself) who can COMMIT a certain amount of time each day or week to social media efforts.

Measuring Success

Now that you have set some goals and are committed to making consistent efforts to engage with your audience the question becomes “How do I measure success with my strategy?” (An EXCELLENT question indeed!)

In measuring the return on investment with social media, a few things need to be considered. This form of marketing is different from most in that it engages the customer where they are. That’s where they are in their day, in their week, or even in their life. Social media marketing is more than just sending messages and getting a response. (The old way of marketing) It’s more about leaving and an impression (hopefully favorable) that influences a customer’s perceptions of your company and their actions not only in the short term but in the long term as well.

There are hard analytics you can use to measure ROI. These can include the amount of people who join your email mailing list, visit your website or click a link you tweeted that led to a direct sale. But there is a deeper intrinsic value to social media that you should also be aware of.  Please keep that in mind. (Sounds like the makings of another post. I feel the need to expound, but not today)

What about you? What are your thoughts on using social media properly to market a business?

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