The growth of socialmedia is so fast that it’s attracting everyone. You might be wondering if yourcompany should have a social media presence and what it should it look like.
No social mediapresence; no problem . . . for your competitors that is: Your competitors are perfectly happy that you donot have a social media presence. They are happy to take up your space. Theyare happy to dominate. If you are not there, this means MORE FOR THEM.
There are a few rulesof the road in social media: Let’sfind out what we know already about what’s working and what’s absolutely notworking. First impressions can turn people off forever so let’s find out how tomake a good lasting impression. And yes, in case you are wondering, you willmake more sales. The path to get there will be different than what you might beused to.
Social media is notyour space; it is the people’s space:You are just invited to the party. For now. So the first rule of social mediais that it’s not all about business. In fact, keeping the party idea in mind,if you think of social media as a party you can apply the rules of etiquette toyour social media presence and you can’t go wrong. You would not show up to aparty dressed in flashing lights with a “hurry, big sale happening right now,buy me” sign on your head, now would you? Of course not and just like a party,you don’t just crash onto the scene. You respect the venue, the mood, the otherguests . . . or you can get thrown out.
Who is ruining socialmedia: Everyone with the “emailspam” attitude. Everyone who holds events that are just a prelude to an upsell. Everyone in it only for themselves. They are quickly coming on the scene.The amateurs are spamming social media and the community does not have to takeit anymore. They can remove themselves from your group; they can decide theydon’t like you. You cannot talk atsocial media; you can only talk with them. Or you get un-invited to the social media party.
It’s about gettinginvolved: Social media’s relaxedenvironment gives you the platform to reveal many facets of your company overtime. It’s about who you are as a business. It’s time to get involved withcauses or concerns that make a difference in the lives of people and in theworld, and do something about it. When you do something about it, you get toshare your actions with your community. Whereas in advertising you have 30seconds to get your message across, in social media you have a lot more time.
You can’t change theworld but you sure can try: It’sabout living your mission in motion. Your company’s mission statement, that’setched on a plaque on the wall, is given the chance to come alive, get out intothe world and take some action. Choose your passions as they naturally alignwith your product offerings. Why not? If you sell workout gear and sneakers,why not get more involved in the experience of those without sneakers, withoutaccess to exercise and who would welcome your product or service into theirlives. Your social media community will love this. Plus, you get to share allabout what you are doing to help without a lot of grandiosity. You are doing itbecause it needs to be done. You can share something like this later withyour social media community: “our ‘GET FIT; HAVE FUN’ bus took 20 needy teensto Amusement Park today, they all got a new pair of sneakers, loved the look onJimmy’s face when he saw his brand new pair, he was all lit up, had so much fun,we all did!!!”
The unspoken benefit isthat you add more substance to your company by rounding out your social mediapresence. You don’t have to go global to be known for doing good things; youcan just stay home and do good things. And your actions don’t have to cost afortune; you can donate tickets for a group of kids to go see a motivationalspeaker or fill up a food bank with lots of healthy food. Whatever you do, nomatter how small, your social media community will notice and appreciate you.
Yes, you can . . .sell: But the way you sell is verydifferent from traditional marketing and advertising. Social media is adifferent forum and the flashy, “buy me” marketing does not work and actuallylooks more like an intrusive billboard that ruins the view. The “I am only inhere because I can get more customers” attitude will only hurt you as yourmarket can form opinions. If you are a contributing member of the community andyou follow the unwritten rules, you can include a sales and marketing strategy;you can create special offers and you can include a call to action.
You are only avisitor here: The culture ofsocial media is more like that of an engaged community. Members are there tohelp others. They share their lives, interests and time. They don’t wantanything from anyone else except to get to know them, reveal their ownpersonalities and see what’s happening. Social media is entertainment and fun.But now, with social media being viewed by many who seek profit and profitonly, it is being over-run with the old-fashioned marketing strategy of IN YOURFACE tactics. But the community does not have to listen to or engage with you.In fact, they can make fun of you and LOL to your misguidance. They can make amental note to boycott your products and services. They can do this.
It’s about showingyour personality: Hire people tocreate and expand your social media presence who understand the social mediaenvironment. Hire people who know the rules of marketing and publicity who knowhow to write and communicate but also know when, where and how to break therules for this social media arena.
If you engage insocial media, sales will come: Ofcourse. The more you engage others and are just one of the gang withoutpretense or hunting for your next sale, the more your community and those youare a part of, will get to know the heart behind your company. As we know, oneof the fundamental premises of business success is that people will do businesswith those they know, love and trust, so why not you? Will they think of you asa “their space” spammer or as of a valued and respectful member of the socialmedia community that they have grown to know, love and trust? Who would you buyfrom?
Have you ever thoughtthat if more people got to know you; they would do business with you:Throughout this article, if you notice, we talkabout people, not target market. Now, that’s a good starting point!
Internet Marketing andSocial Media Expert, Annie Jennings is the founder of the National Firm, AnnieJennings PR, a Strategic Marketing & Publicity firm that offers publicity,social media creation and integration, social media optimization, promotion andpublicity services. Contact 908.281.6201 or email Annie@AnnieJenningsPR.com
