Does it strike anyone else as ludicrous that engagement, connection, inclusion and even friends are terms now used to describe interactions that occur remotely from a smart phone, tablet or computer keyboard? How social is it, really, to be using thumbs to keystroke unintelligible text into the ether? Are you really buying the premise this accounts for today’s best marketing concepts and strategies?
Never before has social been used in juxtaposition with media. There’s good reason. Credible reporting requires distance and objectivity. Get too chummy with your sources or involved in a cause and it’s liable to create bias. Of course the tabloids foreshadowed the new-world take on journalism, but still, if 140 characters is what now passes for clear communications, stop this ride, I want to get off. Social is the opposite of what is being encouraged with marketing models designed to manipulate the dupes who follow you. Whoever came up with this term must relish irony. What’s sad is how many have come to believe interaction through a device is enough to build deep relationships.
There’s a place for online interaction in your marketing mix. It makes sense, though, to look at what you’re getting from time spent here. If you’re logging hours a day online honoring a commitment to your strategic marketing plan and not seeing a red cent as a result, maybe you should weigh the wisdom of you ways.
Think social media really works for small business growth?
Chances are, if you do some digging, even the most heralded success stories aren’t all that.
I know a gal who’s made a name for herself as a Facebook guru. She delights in the number of followers, comments and media calls she’s getting as a result of the awards she’s chased. A lot of hard work has gone into this effort. She should be proud of the results – sort of. The problem is, she’s broke. All the time she’s spent building, maintaining and promoting her Facebook offering hasn’t resulted in paying clients. Plus, she doesn’t even own her content – Facebook does, and could obliterate all she’s created, without notice.
It’s easy to get caught up in the excitement that comes from building a following. If you’re not talking to buyers, though, the warm-fuzzies you get from feeling so popular can make your day, but it won’t pay the bills.
Social is different for small businesses
Not much trumps face-to-face connections for entrepreneurs. Before you commit to a strategic marketing philosophy focused entirely on internet vehicles, consider how much more effectively your time could be spent by meeting people in-person.
If you’re committed to social, get off line and get out there. You’ll be amazed at how much easier client attraction becomes once you forego your keyboard or touch screen and walk into a room where humans are gathering. It takes time to build a referral network, but you’ll find the forgotten contacts you impressed years ago remember when you least expect it. It’s not hard to impress when you set yourself apart (hint – don’t try to sell). For some easy to apply event schmoozing tips check out meeting networking tips for small business.
Marketing concepts merged with traditional media rocks
Traditional media is easy to access. Do your homework. Read the publication or watch the broadcast before you pitch. Know who covers what type of stories. Consider where your idea might best fit within the format. If print is your choice, Marketing Concepts for Small Business Print Media Coverage should help get you started. Know who you’re talking to, what stories or angles they’re looking for and what you can offer as time and headache saving contributions for future content. Offer to take a reporter or assignment editor to breakfast or lunch. You’ll be shocked at how many respond to this offer if you first demonstrate you’re likely to be a good resource. Don’t try a sales pitch – ever. Instead, impart how you can help make their job easier with relevant research material and clarity about their audience.
Social and media revised
Bolstering business growth is best done with some true social time in your marketing mix. Yes, getting dressed, piloting your car and being congenial during live conversations is required, but the benefits you gain from these efforts can be immense. Focus your dialog on their needs, jot down notes quickly and stay in touch in ways that make them feel grateful. Send referrals if appropriate. Forward articles via snail mail mentioning their kids, hobbies, causes or interests. Suggest alliance partners.
If you really want to be social with the media, online is rarely the best approach. Call, try for a meeting (even if it’s Skype) or introduction through a mutual acquaintance and strive to be the solution to their challenges. Done right, you’ll get called on repeatedly as a source for quotable material and/or interviews.
Maybe in the true sense of the term, social media isn’t an oxymoron, but the way it’s being used today sure seems to make it so (particularly if you appreciate irony). Why not become a beacon for small business success strategies with marketing concepts that respond to social and media in smarter ways?
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